Selena Blue

Email Marketing: Combining design and content for mobile success

July 1st, 2014


That’s how much mobile email opens have increased in just three years.

“Which is kind of crazy,” Justine Jordan, Marketing Director, Litmus, said following the recent statistics from Litmus’ research on mobile.

And she’s right. How many channels increase that much in usage in that short amount of time? Not many.

Because of the sudden growth, not all marketing departments have been able to keep up with the trend.

With 50% of emails being opened on a mobile device, mobile email strategy is worth considering for any market, even B2B companies.

Justine spoke at MarketingSherpa Email Summit 2014 as an industry perspective in the session, “Email Design: How to optimize for ALL environments in a mobile world.”

She joined Allison Banko, Reporter, MECLABS, in the MarketingSherpa Email Summit 2014 Media Center. There, she recapped her industry perspective session, as well as hit on two mistakes she still sees among mobile emails: content strategy and best practices of mobile design.

“It’s key to get those two things working in tandem to really optimize the full experience,” she said.


In addition to her industry perspective session, Justine also joined a diverse panel of experts, solution providers and brand-side marketers on responsive email design. Watch a brief excerpt from that panel discussion below:


“People are becoming less and less tolerant of crappy mobile experiences. And so, if your email looks horrible on mobile, not only is it going to affect your open and click rates, but you’re probably going to lose them as a subscriber period, because they’re going learn that your emails are not easy to interact with,” Justine explained.

So while subscriber experience is hard to measure, you can’t ignore it, because it’s real and it affects your customers with every email you send.

You can learn about challenges of multi-device design and useful tips by watching the full panel session, “Responsive Email Design with Multi-device Customers in Mind.”


You might also like

MarketingSherpa Email Summit 2015

Email Marketing: 4 steps to optimize a mobile experience for better conversion [More from the blogs on Justine’s industry perspective session]

A/B Testing: Is responsive design worth the investment? [More from the blogs]

Mobile Email Marketing: 53% higher clickthrough rate for mobile-optimized newsletter [Case study]

Selena Blue

About Selena Blue

Selena Blue, Partnership Content Manager, MECLABS As Partnership Content Manager, Selena crafts various content to serve MECLABS Partners. From writing books on customer insights to building PowerPoint decks, she creates stories around our Partners’ successes and experiment discoveries to aid their marketing optimization transformation. Prior to her current position, she started at MECLABS as copy editor, then moved into a writing role as reporter. Selena holds a B.S. in communications and an M.S. in integrated marketing and management communications, both from Florida State University.

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