According to a recent survey from Constant Contact and Chadwick Martin Bailey, the vast majority of smartphone users between the ages of 18 and 39 use their devices to stay connected to email. About 88 percent of smartphone users between 18 and 30 years old use their phones to read emails—and 52 percent of smartphone owners in this demographic use their phones more often than any other device to check email.
The study also looked at smartphone owners between the ages of 30 and 39 and got similar results—85 percent of those surveyed check email through their cell phones, and 48 percent say it is their primary method of opening email. Among older age groups, many people still use their phones to read email, though it is not their preferred device. In respondents over the age of 60 years old, roughly two-thirds of those surveyed said that they read emails through their phones, but only 14 percent prefer mobile email to alternate forms.
While the demand for smartphone-friendly emails is high, many email marketers don’t understand the importance of mobile optimization. Nearly three out of every four survey respondents reported that they are “highly likely” to delete emails without reading them if the messages are not readable through their smartphones. Though nearly 80 percent of survey respondents reported that they were likely to reopen such emails on their laptops or computers later on, recent research from Knotice suggests that very few people actually take this additional step.
Nearly 80 percent of the survey respondents emphasized that the ability to read email through a mobile device is “very important” to them—and about half of the study’s participants said that they are likely to click on links in mobile emails they receive.
This study clearly highlights the importance of mobile-friendly emails that are easy for customers to read while on the go—but it also emphasizes why it’s so important to build your email list and to make your audience’s mobile browsing experience as intuitive as possible. Consumers use their smartphones for all types of activities throughout the entire day. Mobile marketing is one of the easiest ways to reach people, and your company may enjoy higher engagement and improved open rates as a result.
At Red Crow Marketing, our team offers all of the services you need to build and develop your email list, make your emails more mobile-friendly, and optimize your messages and website for the best conversions. If you’re interested in learning more about what mobile design and mobile-friendly emails can do for your business, contact us here or call us at 417-889-1658 .
A report on this study was originally published on August 14th, 2013 by Marketing Charts. You can read more about the survey and its findings here.