More Challenges for the Multi-Channel MSP

By | August 27, 2013

If you’re not into mobile, the change in consumer behavior impacted by mobile is so significant that you’re not going to be able to ignore it any longer. Soon lack of basic mobile expertise is going to be a negative differentiator the way lack of basic email expertise became a negative differentiator years ago if it isn’t already.

The reason is email. People have been checking their email on their mobile devices for years, of course, but we’ve finally reached a tipping point that impacts every PSP offering multi-channel marketing. According to a benchmark study by Yesmail Interactive, 61% of consumers are now viewing email either exclusively on a mobile device or using both mobile and desktop devices interchangeably.

But that’s not the big deal. The big deal is that 49% of all email opens happen on a mobile device, but the average click to-open rate across all industries is 100% higher for desktop than it is for mobile. In other words, more people open mobile emails, but fewer are taking action once they do.

The content is the same. The difference is lack of mobile optimization. Email has become so complex and graphics-heavy that clicking through non-mobile-optimized email has become too much of a chore. Already, it doesn’t take much to create a barrier to response. Clearly, non-mobile-optimized email is more than a minor annoyance.

If you’re marketing yourself as a provider of multi-channel marketing services, you can’t leave mobile-optimized email on the table. If you’re not offering mobile-optimized email, it’s time to start.

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