ClickZ – Consumer Email Behavior: Leveraging Mobile in Email Marketing
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.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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