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ClickZ – Consumer Email Behavior: Leveraging Mobile in Email Marketing


ClickZ – Consumer Email Behavior: Leveraging Mobile in Email Marketing


Consumer Email Behavior: Leveraging Mobile in Email Marketing

By: ClickZ

This is the third column in a series that features insights from a consumer survey conducted by my firm. This survey was completed in May 2012 and features results from nearly 400 respondents. The previous columns address “Using Images In Email Marketing” and “The Impact of Relevancy and Frequency.”

While consumers continue to have a great appetite for email, as 97 percent check their personal email account every day, we can all recognize the popularity of mobile phones and mobile messaging. While email remains the leading text-based consumer communication channel, my firm’s study found that 74 percent of consumers state that they send text messages to friends, family members, and/or colleagues.

The convenience to fire off short bursts of text with our thumbs is not only an increasingly popular alternative to writing long missives via email, but also is gaining ground as a way for consumers to connect with brands. My firm’s survey reveals the following:

  • 57 percent accessed their personal email account from their mobile device.
  • 44 percent accessed their business email account from their mobile device.
  • 20 percent opted in to get email updates, but did so using their mobile phone.
  • 19 percent opted in to get SMS/text mobile marketing offers on their mobile phone.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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