Mobile Readiness: 8 Steps

November 8th, 2012 by Anthony Schneider

4 Billion Worldwide

There are 6.8 billion people on the planet. 4 billion people worldwide use a mobile phone. Only 3.5 billion use a toothbrush. toothbrushes

There are two obvious conclusions: First, now is a good time to be a dentist. Second, now is a good time to be mobile-ready.

82% of American adults own a cellphone, while 25% of Americans access the Internet only via a mobile device. And we’re not even the country with the highest mobile phone penetration. (That honor goes to Singapore).  Smartphone sales overtook PC sales back in 2005.

Mobile is not the future; it’s now. And that goes for your email marketing too.

Smartphone Adoption Continues to Rise

Smartphone adoption is rising 37% each year, while mobile email soared 51% during the first half of 2011. And fully 16% of smartphone users made a purchase because of a marketing message received on their phone.  In a recent study more than 50% of marketers believed that a mobile program could help them increase sales and acquire new customers. Frankly, we’re not sure what the other 50% are thinking.

smartphone adoption

The number of emails being opened on mobile devices reached 36 percent in the first half of 2012, up from 27 percent in the second half of 2011. Some retailers report that they’ve already reached the tipping point – more mobile email opens than desktop/laptop devices.

If you’re not sending mobile-ready emails, you are missing the boat. It’s not too late. But it’s getting there. EMarketer analyst Lauren Fisher says: “If [B2B] marketers aren’t building mobile-specific optimizations into their email communications, that could become a problem.”

35% of company respondents are now designing their websites for mobile users, and we expect this number to continue to rise, as more an more users move to using tablets and smartphones.

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Eight Steps for Mobile Readiness

1. Download our whitepaper: How to Create Effective Mobile Email Marketing Campaigns that Generate Results
2. Build effective mobile-ready emails
3. Build mobile-ready websites or landing pages (and don’t forget tablets)
4. Ensure that your mobile elements have social media links
5. Test across multiple devices and customer segments
6. Build a mobile platform for your entire customer interaction (signup, shopping, etc.) (yes, this may be a 2013 project, but now is a good time to start planning)
7. Look at ways to market to your audience via mobile channels
8. Monitor mobile engagement and measure results

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Read more about mobile email marketing stats.

Read our post on mobile email marketing myths.

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Mobile Readiness Image

Sources: Gartner,, Knotice , ExactTarget, Econsultancy, Tomi T Ahonen Consulting