Time to Stop Optimizing for Big Browser?

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I am in a shrinking majority. I use my laptop and desktop as my primary screens for work productivity. Therefore, I check the majority of my email, including marketing messages, on large monitors, giving me the ultimate big browser experience. According to many reports, more people will view email on mobile devices over the big browser experience by the end of 2012…and I will fall into the minority.

Needless to say, mobile devices are changing how, where, and when we view emails. Now that Americans have a choice on viewing devices, behaviors are changing. When your customers render your email on a mobile device and have a negative experience, they are more likely to delete and ignore the email rather than flag it for later use. And you might be surprised to learn that only 2 percent of individuals who open on a mobile device go back and open again on a big browser, according to a recent study. That means that if you don't make an impression via a mobile screen, you may not have another opportunity to earn that click.

The mobile revolution is also affecting email consumption patterns. With the near 24/7 inbox access afforded by mobile devices, customers are now opening emails at different times. Getting your email into the inbox "first thing in the morning" may not apply to the mobile viewership. Evenings, weekends, or lunchtime might become the new buying time. Of course, that means it's more important than ever that you carefully review your open rates to look for patterns across multiple segments. It's time to question old assumptions and test into your mobile strategy.

So, are you prepared for the mobile movement? Do you know how many people are opening your emails on a mobile device - and on which ones? Do you know what your email looks like on a 3-inch screen? Have you created mobile landing pages that you link to from mobile versions of your template? Are your call-to-action buttons big enough for easy tapping on a touch screen? Do your images scale appropriately?

If you're spending more time optimizing for big browser than mobile devices, then you may miss the revolution…and a lot of conversions.