More than 48% of companies do not know what proportion of the emails they sent were read on mobile devices – such as smartphones or tablets – finds the Econsultancy/Adestra Email Marketing Industry Census 2012.
These companies are effectively wasting marketing resources when messages are not optimised for the relevant reading device/email client, be that mobile, desktop or webmail – and tracking and monitoring email client usage is the first step.
Not optimising for mobile audiences, or taking account of recipients’ reading habits, can have a detrimental effect on both response rates and ROI. Are you sending desktop sized emails to iPhone users? Do recipients read once on a mobile device and then later on a desktop? How does changing the broadcast time or day of the week affect mobile opens? Many companies have no idea.
Reena Mistry, Marketing Director at Adestra explains: “Half of companies cannot identify which emails are read on phones or tablets, let alone optimise for mobile and tests to improve results. A significant amount of budget is thus being wasted through not understanding their audiences. It’s easy to set up a tracking system as a starting point – a first step to maximising response from this important growth sector.”
