More Mobile Devices Mean New Strategy for Marketers

According to a recently published whitepaper from Yesmail Interactive, “Mobile Email Design—Marketing Fit for the Small Screen,” currently more than 36 percent of emails are opened on a mobile device and that number is projected to climb year-over-year. Consumers continue turning to their mobile devices to check email, shop, interact on social media and more. The prevalence of mobile makes it more important than ever for brands to make calls to action simple to follow. Despite this shift, 76 percent of brands only offer a basic mobile strategy—or do not have one at all.

Matt Caldwell is SVP of worldwide creative at Yes Lifecycle Marketing. Reach him at