While a quarter of people now access emails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission-based marketing emails are being deleted unread.
A new report, ‘Email marketing: the mobile conundrum’, from Experian CheetahMail found that mobile email usage is rife amongst 18-34 year olds, with around three out of four saying that they either currently read emails on their mobile phones or plan to do so in the near future.
A third of all respondents said that a major barrier to reading emails on their mobile was poor email layout, while a further 30 per cent would not open an email from a brand they did not recognise.
The report also found that the growing trend of reading emails on the move challenges the traditional thinking around the best time for brands to engage with customers.
While nearly half of the respondents read emails on their phone throughout the day, over half read emails on their phone over the weekend.
“In an era where the mobile phone is now routinely used to check and respond to emails, it is clear that email marketers cannot afford to ignore the mobile channel, “ said Managing Director of Experian CheetahMail EMEA, Steve Lomax.
“However, our research shows that only well formatted emails from recognised brands are likely to generate marketing cut through. Brands also need to take into account that consumers have a very different user experience on their mobile and what looks good on a PC can be almost unreadable on a mobile device.”
He added, “For effective permission-based mobile marketing campaigns, best practice techniques such as segmenting messages according to immediacy, optimising subject lines, sending multi-part emails and linking to a mobile version of the email can lead to an uplift in campaign results.”
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