In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their mobile email marketing efforts …
Q: What percentage of customers/prospects interact with your organization’s mobile EMAIL messages?
Impact of the device itself on mobile email interaction
“I suspect the cost of service for data plans may impact and somewhat curb the degree of interaction on mobile devices,” said Lucia Panini, Marketing and Communications Manager, Betty Wright Swim Center – Abilities United. “The other factor could be optimization of display, which should become a lesser or no issue with the most recent large-screen phones.”
31% of email marketers do not know their mobile email open rate
“I’m most surprised that a full third of marketers don’t even know if their emails are being opened on mobile! With all the attention ‘mobile’ received in 2012, I would expect that number to be lower. Tracking clickthroughs seem to be a bit harder – I’d be eager to hear how other folks are accomplishing this, technology-wise,” said Justine Jordan, Marketing Director, Litmus.