CHICAGO: Brands that use responsive design in all of their mobile email campaigns generate significantly higher consumer engagement rates in terms of clicks, a new study has revealed.
According to Yesmail, an email marketing platform, emails optimised to be read on a mobile device see 24% more clicks than emails that do not have responsive design.
In addition, the report found that brands using responsive design in all of their emails garner 55% higher mobile CTO (click-to-open) rates and 23% higher desktop CTO rates, Marketing Land reported.
And in a further finding based on analysis of emails sent during Q4 2015, the report said that mobile accounts for more than half of all email opens regardless of whether a brand uses responsive design or not.
With mobile gaining in importance, Yesmail warned brands not using responsive design that they risk missing an opportunity to actively engage consumers on mobile.
"Marketers must meet basic customer needs and expectations," said Michael Fisher, president of Yes Lifecycle Marketing. "As mobile quickly outpaces desktop, these findings indicate that consistently using responsive design is something email marketers can't afford to ignore."
Yet only 17% of marketers have fully adopted responsive design for all their email campaigns, the report found, while more than a quarter (26.7%) have not used responsive design at all.
Yesmail reported that mobile accounted for a quarter of all email-driven revenue in Q4 2015, a year-on-year increase of 13%, as well as 30% of all email-driven orders.
The report further revealed that desktop CTO fell 29% over the last two years while mobile CTO increased 26% over the same period.
Data sourced from Yesmail; additional content by Warc staff