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Mobile-Friendly Disconnects
Consumers react harshly
when they encounter
websites or emails that
aren’t mobile-friendly.

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Mobile-Friendly Disconnects
B2C brands are making
improvements, but the gains
are uneven—sometimes in
surprising ways.

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Mobile-Friendly Disconnects
41%
of brands send mobile-
friendly emails
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Mobile-Friendly Disconnects
75%
of brands use mobile-
friendly landing pages
However…
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Mobile-Friendly Disconnects
Emails significantly lag landing
pages when it comes to mobile
experience.
Disconnect:

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Mobile-Friendly Disconnects
75%
of brands use mobile-
friendly landing pages
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Mobile-Friendly Disconnects
40%
of brands using mobile-
friendly landing pages send
mobile-friendly emails
However…
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Mobile-Friendly Disconnects
Brands with mobile-friendly
landing pages should be more
likely to send mobile-friendly
emails, but they aren’t.
Disconnect:

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Mobile-Friendly Disconnects
73%
of brands that email at
least daily send mobile-
friendly emails
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Mobile-Friendly Disconnects
67%
of brands that email at
least daily use mobile-
friendly landing pages
However…
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Mobile-Friendly Disconnects
High-volume senders clearly
value a mobile-friendly email
experience, but are surprisingly
less likely than other brands to
use mobile-friendly landing pages.
Disconnect:

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Mobile-Friendly Disconnects
37%
of brands that email less
than daily send mobile-
friendly emails
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Mobile-Friendly Disconnects
73%
of brands that email at
least daily send mobile-
friendly emails
However…
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Mobile-Friendly Disconnects
Most brands are lagging far
behind the brands that are the
heaviest users of email
marketing.
Disconnect:

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Mobile-Friendly Disconnects
41%
of retailers send
mobile-friendly emails, however…
40%
of non-retail B2C brands send
mobile-friendly emails
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Mobile-Friendly Disconnects
76%
of retailers use mobile-friendly
landing pages, however…
71%
of non-retail B2C brands use
mobile-friendly landing pages
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Mobile-Friendly Disconnects
Although retailers have
traditionally been far more email-
savvy than other B2C brands,
that’s not the case in regard to
mobile-friendliness.
Disconnect:

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Mobile-Friendly Disconnects
Source: All data based on observational research
performed by the ExactTarget Marketing Cloud in June
2014 involving approximately 160 B2C brands using
anonymous email accounts