Study: People delete emails that don't render on mobile
The explosion of mobile devices is allowing more consumers to engage in more places, unfortunately it is also underlining an on-going problem: email rendering. Despite the ability of businesses to test emails to ensure they render correctly across screens, many do not. And a new report indicates those non-rendering emails are getting an auto-delete from mobile consumers.
New data out from Constant Contact and Chadwick Martin Bailey underlines the importance of mobile capabilities in email. According to the research most (75%) of consumers are 'highly likely' to delete an email that doesn't render correctly on a mobile device.
And if you're thinking mobile is still a small bit of the email space, thinking again. Most consumers (80%) say it's 'extremely important' to read emails on mobile devices.
"The fact of the matter is that consumers are opening emails on their phones first with increasing regularity," said Jim Garretson, mobile product manager at Constant Contact. "The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging. By simplifying email marketing campaigns, marketers can take an essential and effective step towards becoming mobile-friendly."
Other interesting findings include:• 88% of Millennials (ages 18-30) open email via mobile, 50% say a smartphone is their 'primary' email device
• 85% of those aged 30-39 say they read emails on mobile, 52% say smartphones are their primary email device
• 79% say they'll reopen emails on PC that they've already opened on mobile
• 49% say they'll click mobile links
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In addition to this blog, I have authored the premiere book on Netiquette, " Netiquette IQ - A Comprehensive Guide to Improve, Enhance and Add Power to Your Email". You can view my profile, reviews of the book and content excerpts at:
If you would like to listen to experts in all aspects of Netiquette and communication, try my radio show on BlogtalkRadio online newsletter via paper.li.I have established Netiquette discussion groups with Linkedin and Yahooa member of the International Business Etiquette and Protocol Group and Minding Manners among others. I regularly consult for the Gerson Lehrman Group, a worldwide network of subject matter experts and I have been contributing to the blogs Everything Email and emailmonday . My work has appeared in numerous publications and I have presented to groups such as The Breakfast Club of NJ Rider University and PSG of Mercer County, NJ.