When it comes to marketing your content, you have to be where your audience is most likely to access content and in the form that they prefer to consume it. In a world that is growing increasingly mobile, it’s necessary to have your email campaigns optimized for mobile.

1. More effective than social media at acquiring customers

While social media marketing is still relevant, a study has shown that mobile email is 40 times more effective than marketing on Twitter and Facebook. You need a social presence and social listening skills in order to influence your audience, but you also need customers to influence to begin with.

Let your lead generation efforts funnel directly into your email campaigns to increase your likelihood of sales conversions. The value of your orders can increase up to 17% because emails are three times as likely to prompt the reader to make a purchase.

2. People delete emails not optimized for mobile

You send out emails because you want your audience to take action. Approximately 63% of consumers make a purchase based upon an email they received. By simply not complying with the way they prefer to read emails, you risk losing that opportunity to reach your audience.

Consumers have a low tolerance for emails that aren’t user-friendly and easy to view. They dislike poorly optimized emails so much that a study showed that 80% of consumers will delete an email that is not created with mobile in mind.

3. Most email opens occur on mobile devices

According to a March 2016 email analytics study by Litmus, more email is read on mobile. Mobile email represents more than 55% of all email opens. Additionally, most emails are opened in a mobile app instead of webmail. So it is wise to optimize your emails for the way they will be viewed by the reader.

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Consider the most important factors that get your email viewed: the subject line, preheader, and who the email is from. Most people are opening their emails on an iPhone or in the Gmail app. With this knowledge in hand, you could benefit from enhancing your brand’s email presence and readability in apps people are using most to open your emails.

4. You will reduce the size of your email subscription list

Avoid adversely affecting your list building efforts. The valuable leads you’ve worked so hard to generate will be reduced if your emails are not easy to consume through mobile email. A study from BlueHornet shows that 30% of your list willunsubscribe if your emails are not mobile-friendly and 80% will delete your email.

If you want to avoid losing subscribers, cater to the needs of mobile consumers. Images can be a friend or foe. Many people read their emails without being able to view the images, which is a poor email experience. In addition, it’s best to have large, clear text and large buttons so content can be easily clicked on smaller devices.

5. Most consumers prefer to check their email on mobile

With most people preferring to read their emails on a mobile device, it simply makes sense to optimize your email marketing efforts for mobile. While it may be important to research consumer trends, it’s also crucial to understand recent developments in the mobile market such as the behavior changes of mobile consumers. More and more consumers are utilizing mobile each year, which is why you need to reach your audience where they are checking their email most.

You know that there are massive amounts of people using Gmail for personal and business use. Out of the 900 millionusers of Gmail, 75% of them open their emails on mobile. If you want your emails to get opened, you’ll need to develop a mobile optimization strategy. A scannable email with a single column design and large text will be greatly received by your audience.

When designing your mobile campaigns be sure to analyze how your text appears across all devices. Keep in mind that many people view their emails without showing the images as a default. Optimizing your emails for mobile is no longer optional and consumers demand it. Increase your sales and conversions while encouraging people to stay on your subscriber list by simply making your emails more readable.

Email apps are being used at any given time of day due to the convenience of having a tablet or carrying a smartphone. Make sure you have a clear call-to-action on your responsively designed emails and increase your ability to reach your audience by meeting them where they are online.