One of the most popular functions of smart phones is the ability to send
and receive mail. Mobile email extends the viability of your message
because consumers don’t have to be tied to their desktops to receive it.
A new study has been released with some interesting information regarding email on mobile devices.
• 45% of consumers would be somewhat likely to purchase an product or service once they read an email from them on a mobile device
• 6% would be extremely likely to purchase after reading
• 28% said they would likely not purchase and 20% were unsure
• Roughly 70% of consumers viewed emails on their mobile device before they looked at them on a desktop
• Seven in 10 said that they automatically deleted emails that didn’t display properly and 75% of respondents said that it left them with an unfavorable opinion of the brand
What Does This Mean To You?
The big take aways from this are that email is defiantly becoming a mobile function. Not only are consumers checking their mobile devices first, they also get frustrated when the emails don’t display correctly on their device. There aren’t too many businesses that can afford to tick off 75% of the audience they are trying to connect with.. Making sure your message displays correctly on mobile devices is paramount. Also – check any links in your email to make sure they display correctly as well. Another key is targeting. Most email is successful because it is not shotgunned out. Consumers are going to be more likely to purchase your product if it is targeted to them and if you show the benefit of the product to them. You can do the same with all your marketing messages. Talk to right audience using the right product mix. But just because a customer makes a purchase from you because of an email offer doesn’t give you carte blanche to fill their inbox. The study also pointed out that over 75% of consumers did not think it was ok to send promotional email after a purchase. The last thing you want is a customer to feel like you are spamming them. For more information on how to successfully generate revenue via email, please contact your Orlando Sentinel Media Group representative or:
Advertising Research Supervisor
Source: Emarketer; BlueHornet; The 2011 Scarborough Multi-Market Report, Release 1