Mobile grows in email marketing strategies

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Research indicates that more than half of message openings are done on mobile devices.

It may seem repetitive, but it is important to emphasize: mobile connections are growing exponentially in Brazil. Some figures prove this trend. Brazilians spend an average of 3h14 connected to their cell phones, according to a survey by the MMA (Mobile Marketing Association) conducted by Millward Brown Brasil and NetQuest. Considering only young people from the millennial generation, the average is 4h per day connected to the Internet on a mobile device. More than half of all emails are opened on these devices. Furthermore, 38% of clicks occur via mobile.

This number is expected to continue growing, both due to easy access to mobile internet and the increase in smartphone ownership by the population. “Mobile marketing offers unique opportunities, as this is nepal number dataset a time when users are fully focused on entertainment, information or services. With so many people interacting on their smartphones, creating attractive email designs and having quality data are crucial to keeping up with this change in behavior,” explains Fernando Rosolem, senior product manager at Serasa Experian.

Consumers expect to have an interesting experience, and for this to happen, responsive design must be pleasant and fluid. “Email marketing must adapt to the size of the screen and not the other way around. The transition between these channels must be organic for the consumer. The more integrated the platforms are, the greater the chances of retaining and building customer loyalty,” explains Rosolem.

Despite being one of the first digital marketing tools, email is constantly reinventing itself to meet the demands of companies and keep up with new information consumption habits among users. In an increasingly mobile world, it is only natural to pay close attention to this aspect and develop a specific action plan.