The e-mailing remains one of the main tools of online marketing to reach consumers. One technique that has been purging itself over the years, adapting to new technologies and consumer intelligence; which has allowed it to improve its performance indices. This week the work of McKinsey & Company we indicated that e-mail marketing is up to 40 times more effective than Facebook and Twitter together.

This direct marketing technique found in smart devices to your great ally. ExactTarget indicates that more than half of these mails and opens in smartphones and tablets. A combination that is proving more than positive for marketers and sellers.

The work of SeeWhy Conversion Academy reflects that 62% of conversions or purchases recorded via smartphone originate from an e-mail, while 21% comes from a web link and another 12% directly from a visit to page.

They are conclusions drawn from the analysis of more than 150 web operations. The main reasons that attributed the important role of e-mailing for conversion via smartphone are the effectiveness of remarketing, as an element showing particularly relevant user information related to a previous online experience, and the fact that the mail eliminates the need to direct the user to the page, and make them keep looking once there.

The latter is a great advantage for marketers who manage to overcome the barrier of usability and optimization for mobile sites, taking the user directly to the promised offer during his visit to the inbox.

Mobile conversion for e-commerce is still a challenge. The study indicates that only 8% of visits via smartphone just finally adding a product to the cart; a percentage that is relegated compared with 11% of computers and tablets. In addition, the dropout rate of smartphone users (94%) is significantly higher than that of other devices, both tablets (81%) and computers (76%). Instead, visits from a mail, usually direct the user to a specific landing, where you simply have to confirm their intent to purchase.

Therefore, the mobile conversion is still a challenge for retailers, who have in their hands a powerful sales tool they need to optimize. To do this, See Why recommended taking advantage of remarketing, and simplifying the buying process, especially for mobile users, so that speedier and unnecessary steps are eliminated.