Mobile Devices Impacts Email Marketers-should You optimize?

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  1. gspot

    gspot VIP

    Apr 8, 2011
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    A recent study by ExactTarget indicates that the email marketer should be spending more time optimising their direct sales email communications for the mobile channel. Jeff Rohrs, vice president of ExactTarget’s marketing research and education group, said that one of the key messages to be taken away from the firm’s latest report was that marketers should “make sure their messaging is rendering properly on mobile devices”.

    55 percent of smartphone users in the US stating that purchases made utilising their smartphone were driven by email marketing communications as opposed to social or sms.

    “With more than 89 percent of U.S. online consumers owning a cell phone and 40 percent owning a smartphone, this is a watershed moment for marketers…. Rapid smartphone adoption is transforming how consumers interact with brands and connect to the world”, said Jeff Rohrs.

    While calling, texting and emailing remain the most frequent daily activities for smartphone users, the study found consumers are increasingly using their smartphones for more than the basics.

    Key findings of the research include:

    • More than two-thirds of people would choose to keep their smartphone over an iPad or similar tablet computer (69%) or a game system such as Playstation or Wii (72%)
    • More than a third would give up their laptop computer (40%) or microwave (34%) to stay connected with their smartphone
    • 16 percent of smartphone owners have completed at least one purchase as a direct result of a marketing message they received on their smartphone
    • Of those, 55 percent have completed a purchase directly on their smartphone, 43 percent have completed a purchase on their computer, and 35 percent report purchasing in-store
    • 35 percent of smartphone users check Facebook several times a day on their smartphone
    • 34 percent of people have checked a bank account balance on their smartphone
    • 28 percent of smartphone owners have used their phone at least once to check in using location-based services like Foursquareor Facebook Places
    • 24 percent have scanned a QR code or barcode on their smartphone
    “A majority of smartphone owners are now comfortable making purchases with their smartphones,” said Tim Kopp, ExactTarget’s chief marketing officer. “However, as our Mobile Dependence Day report makes clear, smartphone messaging is driving purchases across all channels—online and off. Marketers must, therefore, look to optimize their messaging in ways that recognize the consumer’s mobility and control.”

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