How Mobile Consumers Engage With Promotional Emails

270 views

by Ayaz Nanji
 

Consumers decide to read promotional emails on their mobile devices primarily based on whether they recognize who the messages are coming from, according to a recent report from Campaigner.

Just over 42% of US consumers surveyed say familiarity with the sender’s name is the main influence on deciding whether to open a promotional email on their mobile device. Other major factors include awareness of a special deal/price in the message (20.5% say it influences) and the email’s subject line (20.3%).

Below, additional key findings from the report, which was based on data from a survey of 3,038 US consumers who receive promotional emails.

Mobile Email Irritants 

  • 40.2% of consumers surveyed say the thing that irritates them most about marketing emails on mobile devices is irrelevant content.
  • 21.7% say they are annoyed most by emails with too much text or text that is difficult to read, 15.5% by messages that are not mobile-optimized, and 14.1% by having to scroll across a page to read.

Where Consumers Read Messages

  • 56.3% of consumers surveyed say they primarily read promotional emails while relaxing.
  • 28% say they primarily read promotional messages while at work.

Purchase Behavior

  • 51% of consumers surveyed say they have purchased items from their mobile device.
  • 28.4% say they have made a purchase directly from their mobile device as a result of an email they received on that device.

About the research: The report was based on data from a survey of 3,038 US consumers who receive promotional emails.