Mobiles account for 36 per cent of opened emails

Written by  David Howells Friday, 18 May 2012 11:23

36 per cent of all the emails opened and read by UK consumers are done so on mobile devices, reports.

The rise of smartphones and tablets has prompted many brands using email marketing to ensure their material is optimised for use on mobile devices. Now, research from STEEL London suggests they may have been wise to do so, with over a third of opened emails now being read on mobile devices.
When looking specifically at the 18 - 34 age bracket, the figure increased to 55 per cent; suggesting that email campaigns targeted at youngsters may be more successful on mobile platforms than desktop ones.
Elsewhere, the study found that 69 per cent of those who open emails on mobile devices acted upon what they read, most commonly by clicking through onto the website (42 per cent) or by making a purchase (30 per cent).
STEEL's research also gave an insight into what not to do when using email marketing for mobile. When quizzed on what they dislike about the platform, 42 per cent suggested that too much scrolling is a put off. In addition, 45 per cent of the 18 - 34-year-olds said their biggest grievance is email content not being optimised for mobiles.
"Consumers are increasingly using their mobile as their preferred media and communication device," STEEL's CEO Andy Hinder told
"Because of this, the mobile has become the gatekeeper for further action and engagement with emails. With better targeted emails, and the growth in mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile."