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BizReport : Email Marketing : July 18, 2012

Average mobile email performance from UK's top retailers

New research into how the UK's top retailers are performing in mobile marketing messaging across devices reveals significant differences and identifies key issues affecting mobile users' email experience.

by Helen Leggatt

When dotMailer analyzed the design, usability and technical criteria for mobile emails sent by 19 of the UK's top retailers, they found distinct differences between operating systems (iPhone, Android and Blackberry tested).

The average score across all 19 retailers was a disappointing 53%, indicating that mobile email marketers have yet to get to grips with providing good customer email experiences across devices.

However, Apple outperformed the other devices with 64% gained across all criteria while Blackberry's performance was lacking throughout, even its email function scored just 41%.

The full report, 'Hitting the Mobile Mark", has not yet been released but a slideshow featuring a preview of some of the results has been released by dotMailer Client Service Director, Skip Fidura.

The key results from the study demonstrate how mobile email marketers are performing on the various devices:

- Rendering: iPhone 94% / Android 89% / Blackberry 31%
- Easy to Read?: iPhone 81% / Android 64% / Blackberry 41%
- Zoom/Scroll: iPhone 78% / Android 17% / Blackberry 5%
- Call-to-Action: iPhone 78% / Android 91% / Blackberry 63%
- Code Correct?: iPhone 94% / Android 89% / Blackberry 31%

Tags: Android, Apple, Blackberry, email marketing, email performance, mobile email, mobile marketing, retail, UK

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