Chances are the majority of your marketing campaigns use email templates that are not mobile optimised, and your landing pages (and probably company website) are not optimised for mobile.  Don’t worry, you’re not alone.

It’s often considered to be a big investment to move campaigns over to a mobile-optimised format.  And you may well wonder if this is really justified.  Well, take a moment to think about the number of (marketing) emails you’ve tried to read on your mobile and given up (too small/fiddly), or the times you’ve clicked through to a website on your phone, iPad, etc and given up due to fiddly controls, hard-to-read copy or formatting that’s just plain broken.

Our advice to clients is to look at your audience first.  What percentage of your current emails are being opened on mobile devices, and what percentage of traffic to your landing pages (or website) is coming from mobile devices?  We’re seeing these figures changing quickly for our own emails and website, but urge every client to review their stats first (or we can help with this).

Averages of mobile audience for our different client types below (stats for late 2011 and 2012 campaigns):

Typically we’re using campaign monitor (for email dispatch) and Google Analytics (for websites) to gather these results.  It’s been interesting to see these figures increase over the last 6 months particularly.  We’re keeping a close eye on mobile adoption (at least for our client audiences), and look forward to working on an increasing number of mobile-optimised campaigns.

What next?

Well, we're now sending out our newsletter emails in a mobile-optimised format - and getting a great response!  We've also developed a number of mobile-optimised campaigns for clients (both emails and landing pages).  Take a look at our Mobile Optimisation blog entry for more info, or contact us to talk about a mobile-optimised campaign.