Email is a powerful player in content marketing, and making an impact in users’ inboxes is no easy task. According to a research report by Radicati, business owners will receive an average of 96 emails per day by 2019 — and many people are already receiving that much in 2016! That means that most people are inundated by dozens of email every day. This requires some clever approaches to make your brand stand out. It’s not enough to just get people to sign up for your emails; they have to be compelled and inspired to open them to enjoy the content you’ve painstakingly created for them. And of course, first you have to build a list!
Knowing how users are accessing and consuming the content you create can help you design dynamic content that appeals to your users. To learn more about how people are accessing their email, email testing service Litmus analyzed an astounding 13 billion emails to determine these trends. They looked specifically at the devices and platforms people use to read their email, as well as the open rates for each platform. Comparing this information to past years demonstrates some usage trends — such as the rise in mobile, which leaped from 8 percent to 55 percent between 2011 and 2015. On the flip side, viewing emails on desktops is on the decline.
So what does this mean for marketers? One major takeaway is to ensure that your emails are all designed with mobile in mind. Making mobile-responsive content is a great way to ensure that mobile-lovin’ users open your emails first.
This philosophy goes for all content you create, including Campaigns, as these mobile habits are indicative of how people prefer to access information.
Check out the infographic below for more fascinating stats.