Mobile device creative coding translates to higher open and click through rates

---

By: Bill McGowan | February 5th, 2013

In 2013, consumers will be using more and more mobile devices instead of desktops and laptops than ever before. With the expansion of the smartphone and the categories within the smart phone segment; and the range of sizes within the tablet and cellular segments; it is very important to recognize this usage trend and adapt to it.  Oddly enough a number of the marketing messages that I receive on my iPhone 4 and iPad3 do not scale or shape to the device and I am left to stretch the screen to take part in the marketing message, which is annoying!  Considering that I am interested and engaged enough to register for these messages, why would you make me work to take part in it? Having a message that adapts to the device of the recipient is key and it helps with engagement.  I for one will not waste my time hunting for a way to view the message on the device that I am currently using.   Taking the main points, delivering the key message and driving home the creative details can all be accomplished but with a sensible approach to presenting them.

What is so easy about this is coding the creative for the device it’s read on and it’s something we at RedEye do for all of our clients every day.  It’s a part of our standard practice to create a single creative that adapts to the device and we test it rendering properly before it’s deployed, so that each user and device have the experience they deserve.

This translates into higher open rates, click through rates and conversions, as well as higher sender scores because our clients customers are engaging more with the messages we’re sending.  Perfecting the consumer experience and delivering a message in the customer’s terms is just one of the many little things that make a big difference for our clients here at RedEye.

---