Mobile email has become a “make or break” communication channel for marketers, according to the latest survey from Constant Contact and research firm Chadwick Martin Bailey. The survey of 1,497 consumers found that 80 percent of smartphone owners say it is “extremely important” to be able to read emails on their mobile devices. The study also exposed what could be unfortunate results for marketers who have not yet taken mobile email display into consideration: 75 percent said they are “highly likely” to delete an email if they can’t read it on their smartphone. Additional research revealed the positive benefits of well-planned mobile email campaigns. Among consumers who use smartphones and laptops/desktops to read emails, 79 percent say they are highly likely to reopen an email on a laptop or desktop after having originally opened it on a mobile device. Almost half (49 percent) of respondents said they are also likely to click on hyperlinks in emails sent from businesses to their mobile phone. “The fact of the matter is that consumers are opening emails on their phones first with increasing regularity,” said Jim Garretson, mobile product manager at Constant Contact. “The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging. By simplifying email marketing campaigns, marketers can take an essential and effective step towards becoming mobile-friendly.” Full Press Release: Constant Contact and Chadwick Martin Bailey Study: Three-Quarters of Consumers “Highly Likely” to Delete Emails They Can’t Read on Mobile Devices http://news.constantcontact.com/press-release/constant-contact-and-chadwick-martin-bailey-study-three-quarters-consumers-highly-like

1. Make or Break Mobile Email
How mobile devices are changing the way email is read
and what small businesses can do to take advantage of
the mobile email revolution.

2. 80 percent of smartphone
owners say it is extremely
important to be able to
read emails on their
mobile devices.
The great news is that it is very easy to create emails people want to read on their
smartphones. Due to the small size of the screen, simple messages and one call to
action are most effective on mobile devices.
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3. If there is too much text or a lot of images that don’t load, subscribers simply won’t read
your email on their phone. A good rule of thumb- test to see what your email looks like on
your own smartphone before sending it to others.
75 percent of respondents say they are highly likely to
delete an email if they can’t read it on their smartphone.
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4. 79 percent of smartphone owners
say they are highly likely to reopen
an email on their laptop or desktop
after having originally opened it on
a mobile device.
The more times they open your
email, the deeper the relationship
they develop with your brand.
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5. Almost half of respondents say they are also
likely to click on hyperlinks in emails sent from
businesses to their mobile phone.
If you want to drive traffic back to your website or social
media profiles with email marketing, make sure your
campaigns are mobile-friendly: use an easily readable
single column template, be concise, and have a clear call
to action.
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6. 52 percent of consumers under 30 say their smartphone is
now their primary email-reading device, compared to only
14 percent of those over 60.
By knowing your email audience and being
confident that subscribers can read your emails
on all devices, you can harness the full benefits
of a successful email marketing campaign.
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7. • Learn more about this survey at news.constantcontact.com/research
• From Constant Contact’s Blog
– Your Top 10 Mobile Marketing Questions…Answered
– What Happens When You Are Not Mobile Friendly?
– How to Make the Change to a Mobile-Friendly Email
• Media Contact
Erika Tower
(781) 482-7039
pr@constantcontact.com
Make or Break Mobile Email
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