Marketers to Adjust Email Strategy This Year

With the growing numbers of consumers now carrying smartphones around as they go through their day, marketers might be bh-emailsurveytempted to bombard their targets with more email messages. That would be a bad idea. Consumers have definite preferences about the kinds of email promotions they want to read on their mobile devices and smart marketers will be adjusting their strategy appropriately.

It’s little surprise that 43% of consumers read email on mobile devices now. That’s an 8% jump over last year according to Blue Hornet’s Consumer Views of Email Marketing report.  And, because they are getting so much email from marketers, consumers are spending more time disengaging in certain situations. When an email doesn’t display well on their devices, they:

  • Delete it: 80.3%
  • Unsubscribe: 30.2%

These numbers are both higher than last year. Consumer reaction to a badly executed email in the mobile space may seem harsh to marketers but the bottom line is that they don’t have a chance to make another impression in many cases.

As churn continues, marketers may want to offer their shoppers an option. Instead of risking consumer backlash by sending too many emails, marketers may offer to send fewer emails.  In this study, 7% of consumers indicated an interest in this alternative.

Marketers should also keep in mind that that vast majority, 84%, of consumers are signing up for email messages to get discounts. And, over 70% are interested in showing their mobile phone screen to store clerks to get these discounts which is another big reason to make sure the coupons are generating properly in the mobile space.

To learn more about Email Ad Responders, check out the Audience Interests & Intent Report available on the Research Store at ad​-ology​.com..

[Source:  2013 Consumer Views of Email Marketing. Bluehornet​.com. 14 Mar. 2013. Web. 25 Mar. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.