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Email marketing is going mobile

June 16, 2014

Businesses that market their products, e-commerce pages or online credit card payment processing terminals via email may soon need to consider how those emails may be read.

Businesses that market their products, e-commerce pages or online credit card payment processing terminals via email may soon need to consider how those emails may be read. One recent report suggests that more consumers now open emails via mobile devices than do via desktop computers – so any retailer whose emails aren’t optimized to be opened on an iPhone, or via equivalent devices, better rush to do so.

A recent study conducted by KNotice found that 49 percent of all retail marketing emails sent during the second half of 2013 were opened with a mobile device. During the first half of that year, only 43 percent of emails were opened via those devices – illustrating how quickly consumer preference is shifting to smartphones and tablets. This makes it clear: emails, like mobile credit card payment processing pages, now need to be created with the users of smartphones and tablets in mind.

“Multichannel” retailers are bettered prepared for a mobile retail future
It seems that retailers who already sell their products both in-store and online are better prepared for a mobile future – for instance, for trends like the one detailed above – than are their counterparts. A recent IMRG survey, reported by Mobile Commerce Daily, found that 74 percent of multichannel retailers already have a mobile-optimized website. In contrast, only 53 percent of “online-only” or “catalogue” retailers currently have a website and/or payment processing page that’s optimized for smartphone or tablet users. 

“The impact of mobile on customer behavior is right in the faces of multichannel retailers every day,” Mark Tack, vice president of marketing at Vibes, told the news outlet. “Most shoppers are now entering brick-and-mortar retail stores with smartphone in hand. This reality creates new opportunities, and new threats. The opportunity is real-time engagement based on time, location and interaction that marketers have never had before.”

According to IMRG, mobile devices are having a steady and significant impact on every portion of the shopping experience. During the first quarter of 2014, roughly 34 percent of all products purchased from retail companies online were purchased via a mobile credit card payment processing page. The number of individuals going to e-commerce webpages via their mobile devices is even larger, too: the report noted that roughly 50 percent of all traffic to online retail sites now comes from smartphones, tablets and other online mobile devices.

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