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.