Responsive design continues to be one of the most important trends in web design, yet a new report has found that businesses are still lagging behind consumers when it comes to mobile adoption.

In the annual survey from ExactTarget, 42% of marketing professionals said they rarely or never use responsive design in emails.

However more than a fifth (24%) of businesses said that more than 50% of their email marketing is read on a mobile device.

Similarly only 41% of respondents said that they ‘always’ or ‘often’ create responsive landing pages.

Econsultancy’s own Reducing Customer Struggle Report found that three-quarters of organisations surveyed believe that mobile is ‘important’ (42%) or ‘critical’ (32%) to their business objectives.

However the same research shows that less than a third of businesses (30%) believe that they provide a ‘good’ or ‘excellent’ user experience on mobile.

Thinking about your customers, how important is mobile to your business objectives?

The ExactTarget report also investigated the level to which mobile is integrated into wider marketing campaigns, which is seen as fundamental to marketing success as mobile adoption grows and consumers spend more time using their smartphones.

Overall some 41% of respondents stated that they haven’t integrated their mobile marketing into their overall programs.

On the plus side, of the 47% of marketers who did integrate mobile marketing into their overall program, 95% said the integration was at least somewhat effective and 16% claimed it was extremely effective.

The challenges involved with integrated marketing were the subject of a recent report from Econsultancy and Adobe.

The report, entitled ‘Channels in Concert: Trends in Integrated Marketing’, is based on a global survey of more than 1,000 business respondents carried out by Econsultancy and Adobe in November 2013.

It found that while the vast majority of responding companies dabble in this area, only 12% indicate they have a truly integrated approach to all campaigns across all channels.

Which of the following statements best describes how you or your clients carry out marketing activities?

The Salesforce ExactTarget '2014 State of Marketing' survey was conducted online from October 24 2013, until November 1 2013. 1,959 marketing professionals completed the survey. 

David Moth

Published 9 January, 2014 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (4)



more than a fifth (24%) of businesses said that more than 50% of their email marketing is read on a mobile device.

Similarly only 41% of respondents said that they ‘always’ or ‘often’ create responsive landing pages.

over 4 years ago

Philip Storey

Philip Storey, Founder & Principal Consultant at Enchant Agency

A very interesting article - thanks David.

I think that most marketers fall into one of three traps with responsive email design. These are:

1 - The fallacy of complexity:

There seems to be a feeling amongst marketers that responsive design is complicated, when in fact it is quite simple - it's just new to most of us.

2 - The fallacy of significant investment:

Many marketers that I meet, seem think that it will cost lots of money to develop a responsive HTML template. It is relatively quick and affordable to produce a responsive email template with an agency or developer.

3 - The fallacy of a significant increase in ROI:

Responsive design is unlikely to significantly increase your email marketing ROI. It will however, provide a much improved user experience from email to your mobile site - this will add value, but set your expectations accordingly when it comes to conversion rate forecasting .

over 4 years ago


Responsive design

The mobile strategy and the mobile responsiveness of sites and emails has moved from 'nice to have' to 'must have', and those businesses that don’t take advantage of the opportunity mobile gives them to reach customers will fall behind over the next 12 months and beyond.

over 4 years ago

Darren Hepburn

Darren Hepburn, Sales Director at NewZapp Email Marketing

Totally agree with Responsive Design above.

User experience is key and with mobile devices dominating our day to day lives you have to ensure your message is being displayed to maximise the end readers experience.

To much finger pinching and scrolling mixed with fat thumbs hitting the wrong links will make them close the browser or delete the email.

over 4 years ago

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