Remember when having mobile-optimized email was special? Back in the day, just being able to send responsive messages and mobile-friendly links was enough to separate the marketing leaders from the rest of the pack. Well, those days are over. In fact, a recent report from Yesmailclaims that mobile is consumers’ “new normal,” and its data backs up its decree.

According to the email solution provider’s “Q1 2015 Email Marketing Compass” benchmark report, 45% of all clicks on the more than six billion emails analyzed in Q1 2015 occurred on mobile devices—a 10% increase since Q4 2014. What’s more, mobile click-to-open (CTO) rates increased 8.5% in Q1 2015, while desktop CTOs fell 8.6%. And this engagement is having a major impact on companies’ bottom lines. The report cites that mobile email revenue grew 12% since Q4 2014 and that mobile emails accounted for 22% of all email-driven revenue in Q1 2015. In fact, Yesmail, the email marketing division of Yes Lifecycle Marketing, predicts that this number will approach 33% by the end of the year.

“When mobile first started to be a huge factor, marketers were not ready for it and they didn’t exactly know how to optimize for it,” Ivy Shtereva, senior marketing manager for Yesmail, says. “They’re doing a better job and investing more of their resources into making this a mobile-[friendly] experience and optimizing the mobile path to purchase, which has considerably grown in the past and is continuing to.”

Therefore, if mobile is consumers’ “new normal,” then it has to become marketers’, too. Here are five tips on how marketers can create a more effective mobile email strategy.

Read more: Mobile Email: The “New Normal” for Marketers and Consumers