Businesses are confronted with a staggering annual loss of $260 billion due to nearly 70% of customers abandoning their purchases on mobile. Learn how to reverse this costly trend with three key mobile personalization tactics that boost your business's bottom line.

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Retailers are confronted with an annual loss of $260 billion due to nearly 70% of customers abandoning their purchases on mobile. Learn how to reverse this costly trend with three key mobile personalization tactics that boost your business's bottom line.

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Last week, Google unrolled a new algorithm designed to deliver mobile users the best possible experience when searching for something on their phones.

Naturally, the marketing and design world called this phenomenon “mobilegeddon.”

The name is counter-intuitive. Google’s algorithm is actually more like an overdue dawn than a web-ending apocalypse.

Smartphones have been a main point of web access for years now. According to [Pew research](https://movableink.com/blog/smartphone-study-email), 64% of Americans own smartphones and 10% have no other way to access the Internet.

So this change is a good thing for consumers. But it shows just how far companies have lagged when it comes to adapting to market trends.

**A Slow Motion Surprise** 

If Google had unrolled this algorithm when the first iPhone was released in 2007, this kind of panic would be warranted. But companies have had quite a few years to build responsive websites and adjust digital marketing channels accordingly.

Even back in 2012, research showed that almost three-quarters of consumers [wanted mobile-friendly websites](http://searchenginewatch.com/sew/study/2208496/72-of-consumers-want-mobilefriendly-sites-google-research).

In many cases, that still hasn’t happened. Marketing firm Merkle/RKG [found that](http://www.fool.com/investing/general/2015/04/28/google-inc-could-alienate-nearly-half-of-its-top-w.aspx), as of April:

*   46% of Fortune 500 companies haven’t received Google’s “mobile-friendly designation”
*   29% of the top 500 retail stores haven’t received Google’s “mobile-friendly designation”

The Motley Fool concluded that, because of this slow adoption curve, Google risks “alienating” some of the top websites.

That’s assuming customers stay on websites that aren’t mobile-friendly. Most won’t. Google research found that [61% of customers](https://www.jmfieldmarketing.com/web-design/non-mobile-friendly-website-costing-big-bucks/) will bounce from a website that isn’t responsive.

It’s important to remember that this new algorithm is only affecting mobile searches. If people weren’t buying from your website via mobile devices, then it won’t necessarily hurt the business.

**The State of Responsive Email**

[Responsive emails](https://movableink.com/blog/responsive-emails-examples) are in a similar situation. Even though [42% of consumers](http://www.getresponse.com/features/responsive-email-design.html) say they’ll delete emails that aren’t responsive, [findings](https://www.salesforce.com/form/marketingcloud/2015-state-of-marketing.jsp) from Salesforce found that the same number – 42% – of marketers rarely or never design responsive emails.

Looks like it’s an old-fashioned inbox-off.

Google’s mobilegeddon should be a warning sign that marketers need to work harder to keep up with consumer behavior. For years, studies have been coming out about how responsive design is critical to keeping customers engaged.

Now, brands are being forced to acknowledge that reality.

The same goes for the inbox. Emails that aren’t responsive simply aren’t as effective, especially when so many people are opening emails from mobile devices first and foremost.


Last week, Google unrolled a new algorithm designed to deliver mobile users the best possible experience when searching for something on their phones. Naturally, the marketing and design world called this phenomenon “mobilegeddon.” The name is counter-int

What the So-Called “Mobilegeddon” Tells Us About the State of Responsive Design

![Email marketing report about responsive design](https://s3.amazonaws.com/movableink-blog/wp-content/uploads/2015/04/07183244/emailmarketingreport.jpg)

Responsive design. Responsive emails. Mobile-optimized everything. Usually, when marketers are talking about creating mobile experiences, they’re talking from a design perspective.

After all, that’s the most important thing, whether you’re talking websites or emails or collateral. [Responsive emails](https://movableink.com/blog/responsive-emails-examples) can get very technical very fast. How wide should an email be? How big should your text be?

The thing that’s talked about less often, though, is user behavior. What are your customers likely doing while they’re checking their inboxes? What’s more effective when it comes to driving engagement on mobile devices?

Well, Pew just released a comprehensive report, [US Smartphone Use in 2015](http://www.pewinternet.org/files/2015/03/PI_Smartphones_0401151.pdf), that sheds light on a lot of these questions:

**1.** **We’re Officially in a Mobile-First World.**

Almost two-thirds of Americans (64%) own smartphones. Among that number, 10% have no other easy way to get online. So smartphones aren’t just supplementing laptops and desktops, they’re actually replacing them.

A growing number of Americans primarily think of tiny screens and using their thumbs when they think of “going online.”

**2. Mobile** **Searches are Getting More Personal.**

Smartphones are becoming the go-to resource for major decisions and personal research. More than half of Americans (62%) have used their phone to look up health information about a health condition and 57% have used their phone to do online banking.

Just under half (43%) have looked up information about a job on their smartphones and 40% have looked up government services or information.

**3\. Phones are Transit Companions.**

More than three-quarters (80%) of Americans age 18-29 and 72% of Americans age 30-49 have used smartphones for turn-by-turn driving directions.

In the Northeast, 41% of smartphone owners have used their phones for public transit information.

**4\. Phones are Used Just About Everywhere.** 

The most common place that users are on their phones is at home, where 99% of participants said they accessed their mobile device. But cars and public transit (82%), as well as work (69%), were popular locations as well.

More than half (53%) said they had used their phones while waiting in line or at a community place like a park or a coffee shop. Half said they had used their phones while walking from place-to-place.

**5\. Phones Have Become Integrated with Daily Tasks.**

The vast majority of Americans (80%) have used their phones to coordinate a meeting with someone. More than three-quarters (77%) have used their phones to avoid being bored and 74% have used them to set reminders.

Around half have used their phones to learn about a news development, resolve an argument, or find a good way to get somewhere.

**What It All Means for Email Marketing**

Marketers can’t turn a blind eye to these developments. Across every demographic, email was still one of the top activities on smartphones – in fact, Pew found that 88% of the survey respondents had used email at some point during the study period.

Email is more widely-used than social networking, videos, or using maps and navigation. It fell behind texting, voice and video calls, and general Internet use.

What Pew’s research really shows is the sheer breadth of activities where smartphones have come to play a part.

Email marketers need to think about how the [real-time emails](https://movableink.com) can sync up with customers who could be checking their inboxes while doing nearly anything – whether checking their balance, trying to find a restaurant, or just having an argument about whether Taylor Swift is the best or worst thing to ever happen to music.

The marketing that succeeds in the future is the marketing that can actually respond to the context of a customer, in real-time. Whether that means [a geo-targeted email](https://movableink.com/blog/geo-targeting-email) or a weather-sensitive sales offer, there are ways to make your emails more relevant and, consequently, more useful than ever before.

**_[![Responsive Email Strategy](https://s3.amazonaws.com/movableink-blog/wp-content/uploads/2015/03/27155622/ResponsiveEmails-300x173.png)](http://bit.ly/1Ij3DoQ)Want to learn more about responsive & contextual email design strategies and why context is critical? Watch our webcast and download our slides, “[9 Ways You Can Build Effective Mobile Email Marketing Campaigns](http://bit.ly/19B3wt9)” to learn nine different ways brands are using responsive email strategies today._** 

**_[![Download!](https://s3.amazonaws.com/movableink-blog/wp-content/uploads/2015/01/09160324/Download_Button.png)](http://bit.ly/1Ij3DoQ)_**

Responsive design. Responsive emails. Mobile-optimized everything. Usually, when marketers are talking about creating mobile experiences, they’re talking from a design perspective. After all, that’s the most important thing, whether you’re talking website

The Report About Smartphone Use Every Email Marketer Should Read

[![Screen Shot 2014-05-19 at 3.32.44 PM](https://s3.amazonaws.com/movableink-blog/wp-content/uploads/2014/05/19193412/Screen-Shot-2014-05-19-at-3.32.44-PM.png)](https://s3.amazonaws.com/movableink-blog/wp-content/uploads/2014/05/19193412/Screen-Shot-2014-05-19-at-3.32.44-PM.png)

Mobile email opens have grown consistently for the 4 quarters that Movable Ink has been releasing the [US Consumer Device Preference Report](https://movableink.com/resources), and it’s a relentless trend that we don’t see abating anytime soon. Our latest study, the US Consumer Device Preference Report: Q1 2014 found that two-thirds of big brand marketers’ email opens now take place on mobile devices (smartphones and tablets), and today, even more email is opened on iPhones than all desktops combined.

The age old “click-through rate” has been replaced by the “tap-through rate” and email marketers must evolve their strategies and tactics to effectively engage with consumers in the mobile inbox. This involves everything from changing how emails are designed, to adopting [deep linking technology](https://movableink.com/blog/deep-linking-in-email-marketing-how-it-works-and-why), to re-thinking the way that [conversion data is captured and attributed](https://movableink.com/blog/are-email-opens-on-smartphones-smart-for-business) to email marketing campaigns.

To help marketers rise to the challenge of the mobile takeover, we’re excited to announce our next webinar “The Mobile Takeover: It’s Real. It’s Here. Get Used to It.” Taking place on Thursday, May 29th at 1pm EDT, speakers will include yours truly and my brilliant industry colleague and friend Bonnie Malone, Director of Response Consulting at Return Path. (You can watch the two of us teaming up to take on the email append dark side at the MediaPost Email Insider Summit two years ago [here](http://www.ustream.tv/recorded/22162642)).

Bonnie and I are working hard to put together an informative and educational webinar that will include:

*   An in-depth analysis of the latest findings from Movable Ink’s “US Consumer Device Preference Report: Q1, 2014”
*   Innovative approaches for creating winning omni-screen email designs
*   Examples of leading brands who are using agile email marketing technology and best practices to optimize the mobile email experience in real-time

Mobile email opens have grown consistently for the 4 quarters that Movable Ink has been releasing the US Consumer Device Preference Report, and it&#8217;s a relentless trend that we don&#8217;t see abating anytime soon. Our latest study, the US Consumer D

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