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Why Your Emails Have 5 Seconds to Load on Mobile [CHART]

After working hard on creating an email campaign, crafting the perfect copy, choosing the best images, did you check to see how it would look on a mobile device?

It might seem like a trivial activity, but data shows that making your email “mobile-friendly” is fast becoming a “must” on your checklist.

Around one-third of email accessed in 2010 was done using a mobile device, according to comScore.  And as you can imagine, that number is going up

Just as importantly, people are growing more irritated with sites that are not “mobile-friendly.” The number of people who abandon a site after waiting for it to load surged between 2009 and 2011, a study from Web Performance Today.


Consider the impact of this data on your email marketing: Say you send an email campaign, which doesn’t render well on mobile devices, to 1000 contacts. Based on our stats, at least one-third of those contacts will view it on a mobile device and 74% of them will leave after 5 seconds. That means that you could potentially lose around 220 leads before they even have a chance to look at your campaign.

Don’t have a panic attack. Recently, Eloqua’s Rob Heerdegen explained how to make your emails work better for the mobile user on Topliners.

Bottom line: before you push the button on your email marketing campaign, pull out your iPhone and give it a good mobile test.

Are you testing on mobile devices?

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