Email Marketers Slowly Gravitating to Mobile Optimization

by MarketingCharts staff

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.