Email Marketers Slowly Gravitating to Mobile Optimization

EconsultancyAdestra-Mobile-Email-Optimization-Strategies-Apr2013Approximately one-third of company marketers say they have no strategy for optimizing their email marketing for mobile devices, and one-fifth of agencies say their clients have no such strategy, per results from a new report [download page] by Econsultancy and Adestra. Another 39% and 45%, respectively, report just a basic strategy for mobile optimization. But, there are signs that these global marketers (primarily based in the UK) are recognizing the value of mobile optimization.

Compared to last year, the proportion of company and agency respondents who reported a lack of mobile optimization strategy dropped by 7% points and 5% points, respectively. By contrast, there was an increase (of 6 and 7 percentage points, respectively) in the proportion of companies and agencies reporting a “moderate” or “quite advanced” mobile optimization strategy.

Separate results from the survey indicate similar improvements, admittedly from a discouraging basis. This year, one-third of company marketers said they don’t know what proportion of emails they send are read on mobile devices. While that’s a fairly large figure, it’s down 15% points from last year’s 48%.

Another sign of respondents’ increasing attention to mobile: given a list of 19 areas of email marketing and asked to identify the 3 areas they feel they really need to focus on, 22% of in-house marketers pointed to mobile-friendly emails, tied for second on the list with segmentation, and only behind strategy and campaign planning (24%).

A report released last month by BlueHornet found that lack of mobile optimization can lead up to 30% of recipients to unsubscribe from an email list.

About the Data: Over 1,300 respondents took part in the 2013 email census, which took the form of an online survey in January and February 2013. Retail (13%) and publishing (11%) were most heavily represented among industries. 63% of company respondents are personally based in the UK, with another 13% from other countries in Europe.

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