The inescapable task of adapting email to mobile phones

In an excellent paper entitled "The People Behind the Screens: A Marketers Guide to Mobile Audiences"published by LiveIntent, outlines the conclusions reached after analysing the profiles of 92 million email addresses of users who have received content from more than 750 of the most recognised brands in the USA. In this post we gather the most significant data from the document that explain the unavoidable task of adapting email to mobile phones.
In the last 4 years, the percentage of emails "consumed" on mobile devices (smartphones and tablets) has been steadily increasing.

In light of this data, it is imperative for brands to adapt their emails through responsive email design. This is not a "fashion" issue that can be ignored, but a priority for marketing and communication managers to address in the coming months.
Secondly, the study shows that the propensity to convert (click-to-convert) of Millennials (born in the 80s and 90s) and Gen Xers (born in the 70s) is 48.5% higher than that of Baby Boomers (50+).. In addition, it indicates that while it is true that today the pattern of "looking on mobile" and "transacting on desktop" predominates, the fact that according to the survey Millennials transact 72% more than Baby boomers on mobileindicates that this may change in the future.
For those of you who would like to know more about responsive email, we leave you with Here is a link to a set of resources that may be of help to you.