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Research from digital agency Steel London shows that 36 per cent of Brits read marketing messages on their mobiles.
Two thirds of this number act on the information straight away, while a third read them later on a computer.
The number rises for 18-34 year olds, where you can expect 55 per cent to read marketing mails on their phones.
Andy Hinder, Steel’s CEO, commented: “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 mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”
It gets interesting as you dig deeper. The two thirds that act on these marketing messages most commonly click through to a website (42 per cent), or make a purchase (30 per cent).
Nevertheless, they find plenty to complain about too – namely too much scrolling (42 per cent of all consumes and 89 per cent of over-55s).
Emails being incorrectly laid out for mobiles was another irritant (29 per cent for all consumers, 45 per cent for 18-34-year-olds), and even too much content (27 per cent of all consumers).
It seems the best way forward may be to ensure emails can be read on both mobile and bigger-screen devices, while kept relatively simple. It sounds obvious, but clearly a lot of marketing messages are failing, despite being delivered to an audience that’s potentially interested and willing to buy.
Does email marketing work for you, or do you end up feeling like you’re spamming your clients? Let us know.
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