Email is still one of the most important marketing channels, if not the most important. And with more consumers accessing on the go, it’s imperative to make sure that emails have been optimized for reading on mobile devices, such as smartphones and tablets. But that does not mean that companies forget traditional desktops.
In May 2013, a study by Harland Clarke Digital, a provider of marketing solutions, found that consumers (the US) used desktop computers as the primary means of opening e-mails sent by B2C and B2B companies, In 55.2% of the time. Smartphones have managed to get a quarter (25%) of the total open emails, and the tablets with 7.3%, which makes the opening in mobility is practically 1/3 of the total. We must also keep in mind that there are other smaller percentages of consumers accessing the same mail through two or more devices.
Some argue that there is a great relationship between smartphones and desktop computers, as opposed to smartphones and tablets, and this is so with regard to times and times of day when consumers open their mails. Posts are most frequently opened on desktop and smartphones, between 10am and 4pm on a normal day. The tablets, on the other hand, are used more to open the mails in the afternoon, between 6 and 10 at night.
But although the opening of emails on mobile devices already represents almost a third, the experience does not seem to be the best for many users. As mentioned before, it is necessary for companies to optimize their e-mails for different mobile devices, a study carried out in 2012 by Juniper showed that 41% of the interviewees were frustrated by poor experiences, especially in the design of the e-mails. Another 24% were annoyed that the content of the emails they received was irrelevant to them or scarcely personalized. Only 6% of participants said that they had made a purchase directly from the mobile for a promotion received in an email.
The majority of participants in this Juniper survey (37.2%) could not say whether mobile email marketing had any impact on them. In fact, only 14.3% admitted that those emails had helped them save money or find some interesting offer. Twenty-one percent acknowledged having read the emails but did nothing, while 27.5 percent said they were saturated with e-mails and deleted.
The greatest dissatisfaction when talking about open emails in mobility is the irrelevance of the content, with 23.5% of the answers quoting it. The poor design was mentioned by 13.8%, while 9.6% said that it was impossible to respond to the mail, 8.8% that was not prepared for the mobile device and 7.7% that they had received Mails so tedious that they stopped reading them.