Consumers, Complaining of Clutter, Say Sender Familiarity Spurs Mobile Email Opens

July 30, 2013

This article is included in these additional categories:

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

Campaigner-Email-Overload-Mobile-Opens-July2013Email overload is frustrating consumers, according to results released from a Campaigner survey conducted during last year’s holiday period that examined the use and influence of mobile emails. 1 in 10 respondents said they dealt with more than 300 emails a day, with close to one-third of those saying that marketing and promotional emails accounted for at least three-quarters of their emails, and almost 60% claiming they just deleted the messages without reading them. With clutter such a problem, what motivates consumers to open emails on their mobile devices?

Overall, familiarity with the sender name ranked as a bigger “mobile email motivator” than the email subject line (24.1% and 16%, respectively), per the study results. It’s interesting to see subject lines (for which terms should be carefully selected) taking a backseat to sender familiarity: a survey last year from Chadwick Martin Bailey revealed a similar result.

While those factors might help motivate consumers to open emails on their mobiles, what about mobile emails frustrates them? Interestingly, while issues of design and user experience in the aggregate appear to roil consumers, the top factor cited was “irrelevant content,” by 23.5% of respondents. The takeaway appears to be that the content has to be right, no matter what device is being used to view the email.

Other Findings:

  • 37% of respondents said they had no idea whether mobile marketing emails had any more impact than regular promotional emails on their holiday purchases.
  • Only about 6% of respondents siad they made a purchase directly from their mobile device as a result of a promotional email they read on the device.

About the Data: The survey was commissioned by Campaigner using Google Consumer Surveys between December 19 and December 20, 2012. Each question sampled at least 1,237 unique, randomly sampled Internet users across the Google Consumer Surveys publisher group, who identified themselves as consumers. The average margin of error is +/- 2.7%.

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