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BizReport : Email Marketing : April 05, 2013


Email success reliant on mobile optimization

Companies that fail to optimize email campaigns for viewing on a mobile device are significantly undermining their chances of successful consumer engagement, according to much recent research.

by Helen Leggatt

Recent research shows that an increasing proportion of emails are being read on a mobile device. According to digital marketing firm Knotice, brands can expect to see half their emails opened on a mobile device within the next six months.

Furthermore, a report by email marketing service provider BlueHornet found consumers are willing to act on a mobile email. Two-thirds of respondents to their survey said they would make a purchase as a result of an email on their mobile device.

However, BlueHornet's research also found that 80.3% of mobile users do not tolerate or engage with email that is not optimized for mobile viewing, up from 69.7% 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."

Yet, according to the seventh edition of the Email Marketing Industry Census, published by Econsultancy and Adestra, many companies are failing to adapt to this new consumer behavior. Just one quarter optimize their emails for mobile and only 6% integrate mobile marketing with their overall email activity, despite 23% stating that over 30% of their emails are now read on a mobile device.

According to Linus Gregoiradis, Research Director at Econsultancy, "many companies are still procrastinating when it comes to best practice and optimization. Too many businesses are still only planning to make improvements to their email marketing efforts, rather than taking the plunge and putting best practice into action. Email marketers are often overly focused on the aesthetic qualities or their email campaigns rather than improving their impact on the bottom line."

Image via Shutterstock

Tags: email campaign, email marketing, mobile marketing, mobile optimization










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