How is the Growth of Mobile Affecting Email?

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Back in July, I was interviewed by eMarketer about the increasing role of mobile in email marketing and how companies should react to this growing trend. My interview, along with dozens of other sources, were featured in a recent article and associated report on their site.

The report is packed with great stats, trends and nuggets of mobile email gold—here are some of my favorites:

  • Email service provider BlueHornet found 51.7% of US email users either somewhat or extremely likely to buy a product or service from an email read on their mobile device.
  • Location-based mobile offers company Placecast found that 20% of US smartphone owners had already made a purchase from their mobile device based on an email they had received from a merchant.
  • A June 2012 study from Prosper Mobile Insights showed that 51.1% of US smartphone or tablet owners viewed email only on these devices.
  • Even though 36% of emails are opened using a mobile device, a StrongMail survey found that just 22% of marketers surveyed were using mobile-optimized templates.

Our friends at Silverpop are also mentioned in the report: when doing an A/B test with a mobile-optimized email, their client saw a 64% higher click-through rate on the version that was optimized for font size, template width and touch.

The full report, “Email Marketing Benchmarks: Key Data, Trends and Metrics,” is available to eMarketer subscribers.