We work in an increasingly mobile-oriented world. The Pew Research Center found that the use of phones to read email doubled between 2009 and 2013, and the November 2014 Ericsson Mobility Report estimates that smartphone subscriptions and traffic per phone will have respective annual growth rates of 15% and 25% until 2020. These trends raise many questions, especially for email marketers. Here are two we wanted to answer: “What will mobile’s impact be on email engagement? And can email campaign design counteract changing engagement rates?”
We analyzed a random subset of email addresses that MailChimp sends to and determine their corresponding devices from their user-agent strings. For each address in our sample, we considered the device that registered the most clicks to be that user’s preferred device. To focus on recipients that actually engage with email, only addresses that had clicked on an email campaign since the beginning of 2013 were considered.
We aggregated sends and clicks to these addresses within a 6 month period to see how preferred device impacts engagement. We at how different links within a campaign are impacted.
Readers click less on mobile
What did we find out? For starters, PCs, tablets, and mobile devices accounted for 64%, 9%, and 27% of email addresses, and 72%, 9%, and 18% of clicks, respectively. Right off the bat, we could tell that PC users click more.
Next, we calculated click rates at the address/campaign level. Unique click rates measure what percentage of sends received at least one click, and total click rates allow for multiple clicks for a single recipient/campaign. We found that PC and tablet users have unique click rates of 3.8%, a 40% increase over the 2.7% mobile click rate.
Unique click rates for PC and tablet users are similar, but PC users who click tend to click more links per email than tablet users, resulting in a 6.7% total click rate for PC users and a 5.6% rate for tablet users.
Recipients who use mobile phones had unique and total click rates of 2.7% and 3.9%, worse than all other device categories. Of the three platforms, PC users are more likely to click on an email and those that do tend to click on a larger number of links within that email.
Deeper links get fewer clicks
We now know that a huge chunk of users read email on mobile devices and that they have lower click rates, but does this impact all parts of a campaign? To answer this, we classified links by how far into a campaign they were and calculated click rates. We did this by determining whether a link was the first, second, third, etc. within a campaign. We then counted the total number of sends and clicks to each link depth for various types of campaigns and users. (We only considered links with a depth of 10 or less to focus on link depths that are more commonly found in email campaigns.
Although campaigns have total click rates of 4%-6%, these clicks are not distributed evenly across all links in a campaign. In reality, any single link probably has a click rate of .25%-1.5%. PC and tablet users still have higher click rates, but deeper links get fewer clicks for all devices. The fifth link in a campaign typically gets half as many clicks as the first link.
Responsive design can improve engagement
There is some cause for concern here, but there’s also hope. First up: responsive email design, which adapts to different devices and screen sizes. SwiftERM emails are devised for perfect adoption across all mobile devices and PC. They are particularly effective on mobile users, where the increase in unique clicks from 2.7% to 3.1% represents a 15% increase in actual clicks.
Campaigns that use responsive templates have higher click rates in general, but the impact seems to be mixed at the link-depth level. Only the first 3-5 links typically see a benefit from the use of a responsive template.
Click rates for links at the top declined slightly, but this is counteracted by much higher click rates on deeper links. Click rates for the tenth link in inspected campaigns were double those of non-tested campaigns and were comparable to rates for the fifth link in non-tested campaigns.
Taking a more pro-active approach to your campaigns, SwiftERM auto-design product population negates need to make your content fit the screens and attention spans of mobile recipients. Your emails from SwiftERM are always the perfect products, presented in the perfect format, to the highest returning ROI layout which look good on devices of all sizes. It’s always better to be ahead of the game than behind the times. SwiftERM runs in addition to, not instead of, your marketing and promotional email software.