Study: People delete emails that don't render on mobile

The explosion of mobile devices is allowing more consumers to engage in more places, unfortunately it is also underlining an on-going problem: email rendering. Despite the ability of businesses to test emails to ensure they render correctly across screens, many do not. And a new report indicates those non-rendering emails are getting an auto-delete from mobile consumers.

by Kristina Knight

New data out from Constant Contact and Chadwick Martin Bailey underlines the importance of mobile capabilities in email. According to the research most (75%) of consumers are 'highly likely' to delete an email that doesn't render correctly on a mobile device.

And if you're thinking mobile is still a small bit of the email space, thinking again. Most consumers (80%) say it's 'extremely important' to read emails on mobile devices.

"The fact of the matter is that consumers are opening emails on their phones first with increasing regularity," said Jim Garretson, mobile product manager at Constant Contact. "The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging. By simplifying email marketing campaigns, marketers can take an essential and effective step towards becoming mobile-friendly."

Other interesting findings include:

• 88% of Millennials (ages 18-30) open email via mobile, 50% say a smartphone is their 'primary' email device
• 85% of those aged 30-39 say they read emails on mobile, 52% say smartphones are their primary email device
• 79% say they'll reopen emails on PC that they've already opened on mobile
• 49% say they'll click mobile links

Image via Shutterstock

Tags: Constant Contact, email marketing, email tips, mobile email trends, mobile marketing, mobile trends