Lack of Mobile Email Optimization May Drive Away Up to 3 in 10 Recipients

March 19, 2013

This article is included in these additional categories:

Digital | Email | Mobile Phone | Promotions, Coupons & Co-op | Retail & E-Commerce

BlueHornet-Reaction-to-Non-Optimized-Mobile-Email-Mar201343% of consumers say they read emails most often on a smartphone (36.4%) or tablet (6.9%) as opposed to a desktop or laptop computer, finds BlueHornet [download page] in a new survey, though it bears noting that the overwhelming majority (84.5%) of the survey sample owns an email-enabled mobile phone. Results from the survey indicate that a mobile email can drive many to a purchase, but that lack of mobile optimization can fuel a lot of unsubscribes.

Respondents were asked what they do if they “get a mobile email that doesn’t look good.” Respondents most commonly said they simply delete it (80.3%, up from 69.7% last year). But, 30.2% said they unsubscribe, a big jump from 18% who said the same last year. By contrast, fewer respondents this year said they look at the email on their computer (13.5% vs. 17.7%) or read it anyway (6.3% vs. 7.6%).

Survey-based research of this kind needs to be treated with some caution, though. While 13.5% this year said they would read the email on their computer, recent data from Knotice reveals that close to 98% of email opens occurred on only one device during H2 2012, indicating that “the myth of multiple opens continues.”

Attitudinal data is still helpful as an indicator of where consumer priorities lie, though, and the results of the BlueHornet survey suggest that consumers are open to buying items or services from an email they read on their mobile (presumably only if it’s optimized), with more than 6 in 10 saying they would be somewhat (53.4%) or extremely (9.8%) likely to do so.

Other Findings:

  • Roughly three-quarters of the respondents said they sometimes (55.3%) or always (20.4%) use their mobile device to sort through their emails before reading them on their desktop. That’s up from 68.6% in 2012.
  • About 3 in 4 also said they are somewhat (38.2%) or extremely (36%) likely to show their mobile phone to a store cashier to redeem a discount code, barcode, or online coupon instead of printing the coupon and bringing it to the register.

About the Data: The questionnaire for the survey was developed by BlueHornet with assistance from Flagship Research. The survey was administered to a national panel of 1,002 consumers across the United States between the ages 25 and 40 who live in urban or suburban areas; 77% of whom are employed and 76% with an income over $35,000.


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