Posts tagged with Mobile Email

61% of marketers rate their email campaigns as poor or average: infographic

Almost two-thirds (61%) of marketers rate their email campaign performance as ‘poor’ or ‘average’, while just 4% would rate themselves as ‘excellent’.

The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013 which 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.

Over 1,300 agency and client-side respondents took part in the 2013 census. Some of the key findings are highlighted in this infographic. 

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10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include mobile email, Aussies' shopping online, eBay search data, email segmentation, the state of the PR job market, and digital revenue growth among online publishers.

For more digital marketing stats, check out our Internet Statistics Compendium.

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Marketers still need to work on mobile email: stats

While companies appreciate the importance of mobile email, they are a long way away from implementing best practice, with just 25% currently optimising emails for mobile. 

The seventh annual Econsultancy Email Marketing Industry Census, sponsored by Adestra, finds that mobile email is a key area for improvement. 

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41% of email is now opened on mobile devices

The proportion of email opened on mobile devices reached 41% in the second half of 2012 and is on course to surpass desktop by the end of this year.

The findings, which come from a report by Knotice, show that smartphones now make up 29% of the total while tablets account for 12%.

This increased from 26% and 11% respectively in the first half of 2012.

And despite the increasing dominance of Google’s Android operating system, iOS devices account for the vast majority of mobile email opens.


68% of people use their smartphone for email, 26% for shopping

The importance of optimising email campaigns for mobile has again been underlined by a new survey which shows that checking emails is among the most common activity for UK smartphone owners.

The Nielsen Mobile Consumer survey found that 68% of UK smartphone owners used their device to check email in the past 30 days. Only text messaging was more popular (92%), while using the mobile web (66%) and social networking (63%) achieved similar results.

US smartphone owners exhibit similar behaviours, with 86% using their devices for text, 82% for the mobile web, 75% for email and 63% for social networking.

We’ve previously blogged data which shows that 79% of smartphone owners use their device for email, while a separate report showed that up to a third of emails are opened on mobile devices.

However our Email Marketing Census reveals that 39% of businesses have no strategy in place for mobile optimisation and a further 37% said their strategy was ‘basic.’

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10 interesting digital marketing stats we've seen this week

Here are some of the most interesting digital marketing stats we've seen this week.

Stats include mobile search spend in the US, Christmas search traffic, mobile email, Q4 retail paid search stats, reserve and collect, and record online sales in Australia.

For more digital marketing stats, check out our Internet Statistics Compendium.


Mobile ads are more annoying than television ads: report

For many publishers, the future is mobile, and that means that figuring out how to monetize mobile eyeballs is a top priority.

Many observers believe that it's only a matter of time before companies like Facebook crack the mobile monetization nut, and the most bullish observers go so far as to suggest that mobile ad spend could one day surpass television ad spend, which exceeds $100bn globally on an annual basis.


10% of consumers use mobile as their primary device for checking email

Almost 10% of consumers use a smartphone or tablet as the primary device for checking email, according to a new survey by the DMA.

This suggests that desktop clients should still be the most important focus for marketers, however it doesn’t take into account the number of people who check or prioritise their emails on mobile.

Stats published in May shows that more than a third of consumers (36%) read marketing emails on mobile, rising to 55% among 18-34 year olds. 

A separate study found that 33% of respondents said that they use their mobile to screen emails before reading them later on a desktop.


Email marketing stats: consumers open just 20% of messages

Email marketing is an important customer acquisition and retention tool, but as consumers get bombarded with more and more email messages, how do you know whether your campaign should be judged a success?

While the aims and objectives differ for each campaign, it is useful to be able to benchmark results against the industry average.

Email marketing firm Silverpop has published a study that examines email messages sent during 2011 and the first quarter of 2012 by 1,124 brands in its client base.

A broad set of message types was included in the study. From promotional emails and content-based newsletters to notifications and transactional messages sent by companies in a variety of industries.

The full report covers a number of criteria, but here we look at open rates, CTR and unsubscribe rates.


Mobile email marketing tips from dotMailer's Tink Taylor

With around 15% to 20% of email opened on a mobile device, marketers need to ensure that their email campaigns cater to this growing trend. 

However, our recent Email Marketing Census found that 39% of companies had no strategy for mobile email, while 48% were unaware how many of their emails were opened on phones.

To find out more about the challenges involved in optimising email campaigns for mobile, including the level of investment required and the ROI, I spoke to dotMailer MD Tink Taylor...


Two ways to use CSS in email (yes, that's right, email)

As a follow up to my blog on Creative ways to use mobile in your email marketing campaigns, I wanted to focus on the opportunities which now exist to use CSS in mobile emails.

CSS is generally viewed as bad for email, and on the whole it needs to be used carefully however if you are smart with it you can get some great results.


Mobile email: are the top brands getting it right?

Mobile raises a number of challenges for email marketers. 

They have to consider the usability for people who click on links within the email, the clarity for readers who are prioritising their messages, and the fact that you never truly know when a recipient will use mobile.

But it’s too big an opportunity to simply ignore it. Research shows that around 15% to 20% of email is opened on a mobile device, and 41% of European smartphone owners would either close or delete an email not optimised for mobile.

To see whether brands are responding to this trend, dotMailer reviewed the emails of 19 retailers including M&S, Tesco, Homebase, Amazon and ASOS.

It evaluated various design, usability and technical criteria on emails opened on iPhone, Android and Blackberry devices.