Nearly half of the mails are opened through mobile devices, however, companies still do not take care of the situation, have not adapted their message to these smart screens, which has a serious consequence: much of They end up in the trash, specifically 80%, according to the report published by BlueHornet.
All your efforts in e-mail marketing may fall on deaf ears, if your message is not adapted to mobile devices. In addition, this defective communication directly affects your brand image and, in the worst of your cases, can lead the recipient to cancel their subscription; So that you have lost a potential client.
The study, “Customer Views of Email Marketing Report” also indicates that 2 out of 3 customers were willing to interact with emailing actions, even if it is a purchase with their mobile.
Instead, this positive attitude towards email marketing is transformed radically if those actions are not well optimized for smart devices. Consumers increasingly reject such errors:
- 80.3% directly erase them, a practice that has increased since last year, when it was 69.7% who opted for this resolution.
- One-third of those surveyed are applying for membership, which means losing valuable contact. In 2012, only 18% applied this drastic measure.
- Only 13.5% decided to check their mail on the computer, a figure that has also declined since the previous period, when it was 17.7% who gave a second chance to these illegible messages.
The survey was conducted on a sample of 1,000 consumers in the United States, aged between 25 and 40 years. It reflects the good acceptance by customers to accept offers and promotions in their inbox, and even to react positively to them. However, they do not under any circumstances accept the poor readability and usability that characterizes messages that are not properly optimized for the mobile, which is, in turn, the device that uses as much or more than the computer.
Therefore, companies must overcome the technological gap, since it can prove a costly, both economically and image.
Do you optimize your email campaigns for mobile devices? What do you do when you get a message that you can not see correctly?