Despite Mobile Email’s Growth, 58% Of Email Marketers Not Designing For It

email-reportThere’s a disconnect between how consumers are reading commercial emails and how marketers are conducting email marketing campaigns.

On one hand, there’s the report earlier this week that says 41 percent of all commercial email is opened on mobile devices — a number that’s expected to surpass PC/desktop opens by the end of the year.

On the other hand, there’s the new 2013 Email Marketing Benchmark Report from Marketing Sherpa that says more than half of email marketers aren’t designing their emails with mobile devices in mind.

Almost 1,100 marketers took the survey and, of that group, 58 percent said they’re not creating emails to render differently on mobile devices.


Obviously, it’s possible that some of those 58 percent already find that their emails function well on mobile devices and they don’t think they need to design differently.

But here’s another sign of the disconnect between email marketing and consumer activity: Only 21 percent of the marketers surveyed say they integrate the mobile channel with their email campaign.


There might be good news on the horizon, though — 58 percent said that the pervasiveness of mobile devices will have an impact on their email marketing efforts in the coming year.

Whether that impact is good or bad may depend on how well the two charts above change. It’s clear that more marketers need to account for mobile when planning and executing email campaigns.

Related Topics: Channel: Email Marketing | Email Marketing | Mobile Marketing | Statistics: Email Marketing | Statistics: Mobile Marketing | Top News


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Steve Online

    You know what happens? I open up an email on my cell once. If it works great. If I have to jump through hoops I block it or unsubscribe from their mailing list because it’s not worth the hassle. 90% of my email is pre-read on the phone and then the ones requiring action are worked on from the desktop.

  • Matt McGee

    I suspect that’s a fairly common scenario, Steve. I often do the same, but with the iPad.

  • Michal Smetana

    I just don’t get it. In today’s society where the unavoidable trend of ‘going mobile’ can be clearly seen, there are still so many people that are disregarding this trend. And what surprises me even more that they are doing it and they are harming themselves. If you were a mobile device user and the email sent to you wouldn’t be optimized for your device, what would you do? Would you even read it? I don’t think so.

  • Emily Hubbman

    Just like most all the comments have said previously: people won’t read it if it’s hard to read. Studies have shown that responsive emails get more response:

    Like Michael said: by NOT acknowledging mobile, businesses are hurting themselves and their brand.

  • sjehutch

    I agree with this write up this was the reason we started

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