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.
- 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.
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- New B2B Email Marketing Techniques That Work Right Now: Jay Schwedelson on Marketing Smarts [Podcast]
- Email Newsletters: Nine New Best-Practices
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- When and How to Use Plain-Text Email in Marketing: Use Cases, Design Best-Practices
- Email at Scale: How to Increase Campaigns and Manage Complexity