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Just 49% of companies have a strategy for integrating mobile into broader marketing activity, including 35% who say integration is very basic.
Though mobile has grown rapidly over the past few years, it seems that many companies are held back by organisational issues, while others may need to focus on tactics such as optimising email for mobile, rather than relying on QR codes.
I can almost guarantee, depending on sector and other broadcast factors, that right now anywhere between 10% and 30% of email subscribers are opening their messages on mobile devices such as iPhones, iPads and Androids.
This stat alone should prompt marketers into thinking about making sure their emails are displaying correctly and effectively on smaller screen sizes.
Fortunately, this is where mobile optimisation and responsive design come in.
More than a third of consumers (36%) read marketing emails on mobile, according to new research .
The stats are supported by a Knotice study we reported in April which found that 27% of emails are opened on mobile devices.
Steel’s report found that almost 40% of those who read emails on mobile said they did so if the subject line sounded interesting.
Mobile email is becoming more important for marketers, with 88% of people checking their email via mobile on a daily basis.
Despite this, many companies have yet to adapt to this trend. Our recent Email Marketing Census found that 39% had no strategy for mobile email, while 48% were unaware how many of their emails were opened on phones.
This infographic from Return Path contains some useful stats on the use of mobile to view emails...
There are now plenty of stats and surveys which show the growing importance of mobile marketing.
So what is best practice for mobile marketing? Here are seven tips to maximise your mobile campaigns...
Further proof of the importance of mobile for email marketers is provided by new stats showing that more than a quarter of emails are opened on phones and tablets.
Knotice conducted a study of 974m emails sent in the second half of 2011, and found that mobile open rates had grown from 20.24% in the first half of the year to 27.39% in the second.
The research also provides a useful breakdown of open rates between tablets and mobiles.
Should you be optimising emails for mobile recipients? What are the most important factors when designing for mobile?
Following on from my earlier post on why mobile email is important for marketers, I've rounded up the views of some industry experts on these questions...
There was a fascinating stat on mobile email in an infographic we published on the blog earlier this month: 41% of Europeans would either close or delete an email not optimised for mobile.
The figure is even higher for US respondents (63%) and Asia Pacific (67%), and underlines the importance of optimising email for mobile devices.
As more and more emails are opened on mobile devices, email marketers need to learn how to adapt their messages to this channel.
Here, I look at the stats on mobile email and, using survey data from our Email Marketing Census 2012, how well companies and agencies have adapted to the trend...