Should I adapt my email marketing campaigns to mobile?

Fast-paced. That is the word with which we could adjectivise the pace of change and readjustment to which technology is subjecting us. In the case of email marketing, the technological trend towards the tactile and the mobile forces us to reinvent ourselves and generate new strategies that optimise the user experience and thus bring greater benefits to companies.
While statistics are showing increasingly high open rates on mobile, we must always have a campaign-specific perspective. Before implementing any strategy related to adapting to the user experience on mobile devices, we must analyse, whenever possible, our specific audience and their behaviour in such devices. In this way we will be able to set targets, directing our efforts towards the most efficient paths.

Some aspects to be considered will be:
–          Opening rate on mobile devices
–          Behaviour usual of the user who opens the email on mobile
–          Objectives of the campaign
If we notice that our audience does not usually open emails on mobile devices, these efforts may be in vain and not bring any real benefit. In future articles we will talk about which strategies to implement to improving the user experience on mobile devices if necessary.