Study: a third of marketing emails not fit for mobile

by Elizabeth Clifford-Marsh, revolutionmagazine.com 24-Sep-09, 11:51

LONDON - Email marketers are missing a trick by failing to ensure their message are mobile compatible, research has found.

As the internet become more accessible on mobile devices, more people are using their mobiles to check email messages on the go.

According to a YouGov survey commissioned by Experian CheetahMail, three quarters of mobile users aged 18-34 either check their email on their mobile regularly or plan to begin doing so.

However, poor formatting means that almost a third of permission-based marketing emails are being deleted unread.

Steve Lomax, managing director of Experian CheetahMail said brands need to be aware that consumer engage with mobile content differently on mobile devices, and emails that work on a PC may not be compatible with mobile browsers.

"For effective permission-based mobile marketing campaigns, best practice techniques such as segmenting messages according to immediacy, optimising subject lines, sending multi-part emails and linking to a mobile version of the email can lead to an uplift in campaign results," he said.