Here’s the problem … reading your email newsletter on the small screen is like reading “War and Peace” through a keyhole. It’s not easy to get the word out on a 3”x6” rectangle.
Mobile reading reduces everything from comprehension to clicks.
When reading emails on their mobile devices, recipients:
- Click 40% less often (Mailchimp). They also click on fewer links. There go your click-through rates. There go your landing page hits.
- Find it 48% harder to understand content (R.I. Singh, et al., University of Alberta).
- Become more likely to unsubscribe. If your message doesn’t work on smartphones, say goodbye to prospects. More than half of consumers have unsubscribed from a brand’s promotional emails because they didn’t work well on mobile (Litmus).
- How’re we doing at mobile email? Some 4 in 10 find marketing emails to be poorly designed for mobile devices (2500K and 42labs). And more than one-quarter find “how it fits my screen” an important element of email design.
Source: Wylie’s Writing Tips
Interesting stats about email newsletters and smartphones. According to MailChimp, smartphone readers click 40% less often on your email newsletter and those that do open it, click fewer links! Share on X
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