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Make or Break Mobile Email
 

Make or Break Mobile Email

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Mobile email has become a “make or break” communication channel for marketers, according to the latest survey from Constant Contact and research firm Chadwick Martin Bailey. The survey of 1,497 ...

Mobile email has become a “make or break” communication channel for marketers, according to the latest survey from Constant Contact and research firm Chadwick Martin Bailey. The survey of 1,497 consumers found that 80 percent of smartphone owners say it is “extremely important” to be able to read emails on their mobile devices. The study also exposed what could be unfortunate results for marketers who have not yet taken mobile email display into consideration: 75 percent said they are “highly likely” to delete an email if they can’t read it on their smartphone.

Additional research revealed the positive benefits of well-planned mobile email campaigns. Among consumers who use smartphones and laptops/desktops to read emails, 79 percent say they are highly likely to reopen an email on a laptop or desktop after having originally opened it on a mobile device. Almost half (49 percent) of respondents said they are also likely to click on hyperlinks in emails sent from businesses to their mobile phone.

“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.”

Full Press Release: Constant Contact and Chadwick Martin Bailey Study: Three-Quarters of Consumers “Highly Likely” to Delete Emails They Can’t Read on Mobile Devices http://news.constantcontact.com/press-release/constant-contact-and-chadwick-martin-bailey-study-three-quarters-consumers-highly-like

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    Make or Break Mobile Email Make or Break Mobile Email Presentation Transcript

    • Make or Break Mobile Email How mobile devices are changing the way email is read and what small businesses can do to take advantage of the mobile email revolution.
    • 80 percent of smartphone owners say it is extremely important to be able to read emails on their mobile devices. The great news is that it is very easy to create emails people want to read on their smartphones. Due to the small size of the screen, simple messages and one call to action are most effective on mobile devices. Share This:
    • If there is too much text or a lot of images that don’t load, subscribers simply won’t read your email on their phone. A good rule of thumb- test to see what your email looks like on your own smartphone before sending it to others. 75 percent of respondents say they are highly likely to delete an email if they can’t read it on their smartphone. Share This:
    • 79 percent of smartphone owners say they are highly likely to reopen an email on their laptop or desktop after having originally opened it on a mobile device. The more times they open your email, the deeper the relationship they develop with your brand. Share This:
    • Almost half of respondents say they are also likely to click on hyperlinks in emails sent from businesses to their mobile phone. If you want to drive traffic back to your website or social media profiles with email marketing, make sure your campaigns are mobile-friendly: use an easily readable single column template, be concise, and have a clear call to action. Share This:
    • 52 percent of consumers under 30 say their smartphone is now their primary email-reading device, compared to only 14 percent of those over 60. By knowing your email audience and being confident that subscribers can read your emails on all devices, you can harness the full benefits of a successful email marketing campaign. Share This:
    • • Learn more about this survey at news.constantcontact.com/research • From Constant Contact’s Blog – Your Top 10 Mobile Marketing Questions…Answered – What Happens When You Are Not Mobile Friendly? – How to Make the Change to a Mobile-Friendly Email • Media Contact Erika Tower (781) 482-7039 pr@constantcontact.com Make or Break Mobile Email Share This: