Mobile devices give you a multitude of ways of connecting with potential customers. From apps to QR codes, from SMS to mobile social media, tablets & smart phones, mobile devices put your message in the palms of consumer’s hands. Mobile is also affecting one of the original ways of digital customer contact – email.
- During the first half of 2011, over 20% of all emails sent were
opened on a mobile device. That equals over 140 million commercial messages
- From Q4 of 2010 to Q2 2011, the open rate for commercial messages on mobile devices rose by over 50%
- The business segments that had the highest open rates were:
- Consumer Services: 30.5%
- Entertainment: 21.4%
- Cable & Telecom: 20.4%
- The businesses with the highest click through rates were:
- Consumer Products: 29.1%
- Health Care: 27.8%
- Consumer Services: 24.5%
What Does This Mean To You?
Mobile email is another way that you can keep your customers engaged. But like email opened on a desktop, you need to be aware of regulations regarding spam. The fines for spam can be costly but it will also turn customers away. Wanted email gets opened, spam get tossed in the trash. Also, if your email is going to have a click through, make sure you have a mobile version that your customers can land on. Directing a mobile user to a standard site is a recipe for failure. For more information on how to legally and effectively get your message out via email, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: Center for Media Research; Knotice