Share this content

Are your marketing emails mobile-ready?

1st Jun 2012
Share this content

Brands must ready their email marketing as new research reveals consumers are increasingly responding to marketing emails on mobile devices.

According to a study from digital agency STEEL, 36% of consumers are already reading marketing emails on a mobile device, with the figure rising to 55% for 18-34 year-olds.

Survey respondents cited an interesting subject line as the main reason for opening emails on a mobile device (38%), followed by keeping on top of emails (35%) and screening emails to read later on a laptop/PC (33%).

Additionally, over two thirds of those reading mobile emails have acted on the information immediately - over 40% have clicked through to a website with 30% of those claiming to have made a purchase. The report also showed 18-34 year-olds are far more likely to act on a mobile email with four out of five saying they have done so.

But not all marketers have readied their emails for mobile. Over 40% of those surveyed cited too much scrolling as the top area of dissatisfaction whilst nearly 30% said the layout of emails is wrong for their mobile device. Respondents also cited too much content and links being hard to use as reasons why mobile emails are difficult to read.

Andy Hinder from STEEL said: “Consumers are increasingly using their mobile as their preferred media and communication device. Because of this, the mobile has become the gatekeeper for further action and engagement with emails.

“With better targeted marketing emails, and the growth in m-commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”

Replies (1)

Please login or register to join the discussion.

By rosiea
20th Jul 2012 14:25


The key to effective mobile marketing is ensuring transparency and choice for the customer in all communications with the retailer. This requires total visibility, for both the customer and the retailer. Likewise, marketing, mobile or otherwise must be relevant and targeted and it is imperative that the customer has ‘opted in’ to receive it, otherwise the retailer runs the risk of frustrating them, which could seriously damage the brand. It is imperative to Offer the customer the choice of how and when to transact or receive offers, and to provide a single, consistent, experience across all channels. Effective mobile marketing can only be achieved when linked with all other points, whether, a bricks and mortar or online store, customer services or accounts. Systems must be fully integrated with a single centralised database which operates in true-real-time, if they are to work cohesively and effectively.   Ultimately customers are becoming ever more impatient and demanding, and untargeted marketing and inefficient systems will cost the brand their loyalty. 

Thanks (0)