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 of firing 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:
I suspect that we won't see the number of consumers that want SMS/text marketing offers on their phones to grow dramatically in the coming years, however, mobile usage is strong enough for email marketers to embrace the channel to further augment their audience acquisition efforts.
Here are a few suggested tactics to get your email programs optimized for the mobile era.
Try some of these approaches and be sure to test how your email programs are rendering on mobile devices.
Until next time, all the best,
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For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.
March 19, 2014