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EMAIL NEWS: B2B marketers struggling to adapt to mobile

Marketers are failing to capitalise on the growing popularity of mobile devices, according to new research by email and SMS marketing provider, Pure360.

Seventy-two per cent of emails opened are viewed on desktop computers or laptops, with more than a quarter (27 per cent) of these generating click-throughs – significantly higher than for any other device.

However, twenty-eight per cent of marketing emails opened are now being viewed on mobile devices such as smartphones and tablets, but only one in 10 leads to a click-through.

Smartphones are the second-most effective device for email marketing, accounting for 20 per cent of opens, but only 7 per cent  of these go on to achieve a click-through.

The surge in popularity for tablets means that eight per cent of marketing emails are now being opened on these devices. However, just three per cent prompt a click. This suggests that links are not being highlighted effectively and that content needs to be adapted for the more recreational mind-set people are in when using mobile devices compared to computers. 

Abi Jacks, head of marketing at Pure360 said: “To achieve the same cut-through on tablets and smartphones that is being achieved on computers, marketers need to adapt the content and format of messages to each device’s likely audience.

“This is why we are seeing increasing investment in creative content and responsive design – which can achieve uplifts of up to 50 per cent in open and click-through rates.”