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48 November 2015 | beautystorebusiness.com OPTIMIZE YOUR MOBILE EMAIL MARKETING Don't miss out on this crucial tool. by Joe Dysart BEAUTY STORE EMAIL MARKETERS OPERATING without significant, robust accommodations for mobile device users are leaving trunks of money of the table, according to two new reports on email usage. "We have been optimizing our emails for all devices, including mobile, for some time now," says Rudy Falco, COO, AVE YOU Beauty Boutique. "This is 100% necessary, as I believe that more people receive their email on phones and tablets than they do on desktop computers." Adds Peter DeNunzio, general manager for cross- channel marketing at Experian Marketing Services, "It is important for marketers to leverage platform preferences and engagement metrics to identify key subscribers for future targeted offers." NUMBERS DON'T LIE A full 41% of all email is now read on mobile devices—smart- phones and tablets—a spike in preference that will continue to rise for the foreseeable future, according to a recent report released by Knotice, a marketing firm. It's been a dramatic, quick upsurge: Only 20% of all email was read on mobile devices just a few years prior in 2011, according to Knotice. "The rate of increase in mobile open rates continues with consistent strength, which lends further evidence to the accelerating rate of mobile adoption," the Knotice researchers say. Jim Garretson, mobile product manager at Constant Contact, an email marketing firm, agrees. "The fact of the matter is that consumers are opening emails on their phones first with increasing regularity. The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging." gettyimages.com