Making Emails Mobile Responsive – How Important Is It?

If you are like me, you find yourself “living” more and more on your smartphone. 

I use mine as a GPS, to keep up on Facebook, to send and receive text messages, to check the stats of my favorite sports team, to check emails… and the list goes on and on and on.

And since an ever-increasing majority of Americans do the same, it is crucial that fundraising emails look good and function properly on a mobile device. 

Here are some interesting stats to keep in mind, culled from various sources:

• 64% of American adults own a smartphone – and 10% of Americans own a smartphone and do not have any other form of high-speed internet access at home (Pew Research Center)
• More than 50% of all emails are read on mobile devices (Superoffice)
• 75% of Gmail users access their accounts on mobile devices – and Gmail now has 900 million users. (Google Report)
• 16.6% of email donors (1 in 6) make their donation from a mobile device (npengage)
• More than 75% of people that receive a poorly formatted email on a mobile device will delete it (betanews)

The last stat is something you should really be focusing on. If that many of your potential donors will simply delete your email if it doesn’t look good on their smartphone… then you are truly wasting your energy and advertising dollars if your message is not mobile responsive. 

Take the extra time to make sure your potential donor has an engaging experience when opening your message on their mobile device. Doing so will greatly increase your chances of running a successful fundraising campaign.

Roger Rayburn is the Operations Director of Mustard Seed Interactive. He can be reached at roger@mustardseedinteractive.com