More than half of UK businesses describe their mobile email strategy as ‘basic’ (39%) or ‘non-existent’ (22%), according to a new report from Econsultancy and Adestra.

This is despite the fact that the consumer shift to mobile means that many businesses find that upwards of 50% of their email marketing messages are opened on a smartphone.

The survey also found that just 5% of businesses have a ‘very advanced’ mobile email strategy while 12% classify their current efforts as ‘quite advanced’.

The eighth annual Email Marketing Industry Census is based on a survey of more than 1,100 respondents.

It looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.

How well would you describe the extent to which your company has (or clients have) a strategy for optimising email marketing for mobile devices? 

Implementing mobile email

The Email Marketing Census also investigates the methods that businesses are currently using to optimise their email for mobile.

Among those that do have a mobile email strategy, more than half (52%) have adapted their email design to have a simpler template that renders well on all devices.

A further 39% of respondents have created a mobile responsive email template.

For more information on this topic, read our posts looking at 15 excellent responsive email templates for small businesses and five case studies on how it improves engagement.

Interestingly, despite much discussion about thinking mobile first, only 8% of responding companies are taking this approach. 

Agency results suggest that their clients are implementing similar tactics in optimising email for mobile. 

Adapting email design is reported by 51% of agencies, while 41% say their clients created a mobile responsive email template. 

What have you done to optimise email marketing for mobile? 

David Moth

Published 3 April, 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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