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.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji