News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
BlueHornet: 80% delete emails not optimized for mobile
A new report from email marketing firm BlueHornet highlights the necessity for marketers to optimize email for mobile. Those that don't, risk their messages being deleted by users or, worse still, losing that email subscriber altogether.
Mobile is becoming an increasingly popular way for people to receive emails. Most brands can expect to see half their emails opened on a mobile device in the coming six to 12 months (Knotice).
Furthermore, the BlueHornet report found that consumers are willing to act on mobile email with almost two-thirds (63%) saying they would make a purchase as a result of an email on their mobile device.
However, email that is not optimized for mobile is becoming far less tolerated. The majority (80.3%) would simply delete it, found BlueHornet, up from 69.7% a year ago. Three out of 10 would unsubscribe from the list after receiving an email that is not mobile-optimized, up from 18% a year ago.
"Consumers are getting super savvy," said Susan Tull, vice president of marketing for BlueHornet, San Diego. "Several folks said this is 2013, we expect more from companies, they should have their stuff together in this respect. If they see an email that looks bad, they will really see it as a negative in terms of brand perception. I also think they are getting really strategic about it, this doesn't look good, I'm out, I've got ten more waiting for me."
As per the Knotice research, BlueHornet found that many consumers won't give an email a second chance by looking at it on another device, so retailers must get it right the first time. Just 13.5% of consumers said they would look at an email they couldn't view on their mobile on a desktop at a later time, down from 17.7% a year ago.
"It is really not optional anymore to be making decisions about should I or should I not optimize my email for mobile - you really need to do it," said Tull. "At the most basic level, that means designing it to look good on the mobile device. So using things like responsive design techniques and HTML in the email. But you really have to go beyond that. You have to make sure the call-to-action is really simple and clear."
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...