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Infographic: Email Marketing is Changing – The Rise of Mobile and Triggered Emails

Email marketing has been used for years to keep in contact and maintain relationships with customers. Lately, with the increasing use of smartphones, we’ve seen the effectiveness continue to rise. However, many companies are not adapting to mobile which could have disastrous effects.

Click on the infographic below to see a full sized view:

Email Marketing is Changing_520

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Facts and Stats To Tweet:

  1. Triggered emails have 50% higher open rates than non-triggered emails. »tweet«
  2. Open rates for email on smartphones have risen over 40% in the past couple of years. »tweet«
  3. Open rates on desktop computers have dropped over 18% in the past couple of years. »tweet«
  4. Only 2% of companies have an advanced mobile email marketing strategy. »tweet«
  5. 89% of consumers will delete a poorly formatted email if viewed on mobile. 27% will unsubscribe. »tweet«
  1. Hi guys

    This is an interesting info graphic

    I guess for text based emails (with no images or layout), there’s not much we should worry about, isn’t it?

    Personally, I do html based emails, with a header at the top, so I’ll keep in mind your tips and adapt my campaigns to mobile soon…

  2. Great read Neil. As always, wonderful info.

  3. Alex Clifford Sep 25, 2013 at 2:04 am

    Great infographic Neil.

    I hate to jump and plug a product, but there’s a company called Triggered Messaging that have software that deal with triggered emails – like you mention.

    It’s really amazing stuff, and it’s helped some of the retailers they work with increase sales 15%.

  4. Hi Neil,

    Great infographic. Ties in nicely with a recent blog post I wrote about Eloqua’s finding on whether email marketing is dead or not.

    Also, thanks for making the “click to tweets” easy!

  5. Great infographic, although the multi-bar chart of open rates by device threw me off. The x-axis labeled Open Rates is actually the share of total opens, as both series must total 100%. Maybe a pie chart would have better served that graphic.

    The eMarketer source article actually notes they’re tracking users open emails across multiple devices, “We can see that they opened an email on a mobile device and then on a desktop, predominantly in that order. They’re using mobile devices to sift through their email and clean up their email, and then they’re going back to a desktop and converting.”

  6. Things are indeed changing. Many marketing automation software has these features but service like Triggered Messaging looks promising too.

  7. What’s interesting about the rise of mobile email is that many companies overlook how hard it is to create responsive content, especially given this stat “89% of consumers will delete a poorly formatted email if viewed on mobile. 27% will unsubscribe.”

    Something we see savvy companies doing is sending mobile-optimized versions of triggered emails to customers who show history of using a mobile device.

  8. internet marketing in japan Oct 01, 2013 at 12:57 am

    Really awesome blog for email marketers.

  9. Michelle Tecson Oct 03, 2013 at 12:43 am

    Great analysis! Mobile plays an important role in email marketing today. One should also consider a/b testing especially on the subject as it is the first thing that your customers read. Your email should exhibit sincerity, relevance and the benefit it offers for your customers.

  10. I haven’t used Triggered Messaging but I use and it’s very handy for those behavioral based emails as well. We’ve loved it so far.

  11. Thanks for this article. If it’s not advisable to attract customers to click with images, is the alternative to attract customers to click on clever text that link out to another window?

  12. Nice infographic!
    Although, I still don’t understand about triggered email..

  13. this is really awesome blog for email marketers., i learn a lot

  14. Nice infographic, Good explanation on Email Marketing.

  15. Nice Infographic on Email marketing.Please update more often.

  16. Dear

    It is a great article and giving a new truth about email marketing. I have experienced indeed a bad experience with an emailing campaign that was not designed for mobile and the open rate was poor. I think your article explain greatly me experience and what needs to be done in order to improve email campaigns.


  17. Thanks for the heads up :)

  18. Hi Neil,

    Helpful article with strong insight, since mobile phones are portable they gain more and more traction with emails users every day. One would hope that all email campaign managers keep this in mind prior to every drop, but alas not always the case. Everyone/ every time must take the necessary measures to ensure that their email campaign is compatible with all mobile devices.

    While researching this topic, I found a couple interesting articles that feed off your premise but add a couple of insight points.

    Best times to send email marketing campaigns

    Mobile Email Marketing

    Auto-responders or Triggered email campaigns:

    B2B (“business to business”) lead generation

  19. A portion of the Internet masters email their rundown every day and some more than once for every day, though others just email their rundown once for every week. You need to try different things with this particularly when you first begin. I saw your web post it’s very nice .

  20. Using smartphones with social media , we are easily connecting with our customers. Your infographic is good equipment for that.
    Thanks Neil.

  21. Yes i can say triggered email plays a crucial role in revolutinized the business strategy. Really great insights thanks for sharing of valuable information


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