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BizReport : Email Marketing : May 21, 2012

More than a third of Brits read email on mobile

Many British consumers now read marketing emails on their mobile devices, according to a new report from UK-based digital agency Steel London. Marketers need to consider when and where their messages are opened to maximize opens and engagement.

by Helen Leggatt

Overall, over a third (36%) of consumers in the UK now read emails on their mobile devices. Among 18-34 year olds this number rises significantly to over half (55%).

Furthermore, those that read emails on their mobile take action - two-thirds act on mobile emails with most (42%) clicking through to a website or making a purchase (30%).

Steel's report found that 38% of those who read emails on their mobile device did so because the subject line piqued their interest. This behavior underlines the need for marketers to adapt their email marketing for mobile to ensure their marketing messages are easily read across a multitude of devices, but to also remember traditional email marketing rules still apply.

However, despite the rise in mobile use, many emails aren't being tailored to viewing on these devices and users are disgruntled:-

- Overall, 42% complain of too much scrolling;
- 89% of consumers age 55+ complain of too much scrolling;
- Overall, 29% complain of emails being in the wrong layout for their mobile;
- 45% of 18-34 year olds complain of emails being in the wrong layout for their device;
- 27% complain there is too much content in emails, and;
- 20% complain that links are not easy to use.

"Consumers are using their mobile as their preferred media and communication device," says Andy Hinder, owner and CEO at Steel. "Because of this, the mobile has become the gatekeeper for further action and engagement with emails."

Tags: email marketing, mobile email, mobile marketing, optimization, UK, user insight

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