Non-mobile-friendly emails are ignored by users

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Email is still essential for most users and with the arrival of smartphones its use has become much more mobile, something that negatively affects many companies that have not yet optimized their messages. According to the report presented by Epsilon and the Email Experience Council, open rates have increased but click rates do not seem to have had the same luck.

Open rates refer to the rate of openings or the result of dividing the number of people who open an email by the number of effective ones, while click rates refer to the percentage of times a user clicks on an advertisement or a link. Taking both concepts into account, the study shows how in the first four months of 2012 email open rates have increased by 12.6% compared to the previous year and by 26.2% in total. Click rates, on the other hand, have decreased by 5.2% although they continue with similar figures to those of the last two years.

The main reason for this decline, according to both companies, is the increased use of mobile devices to read email, as the limited size of their screens and the lack of attention paid to spam makes it difficult for address malaysia advertising, requiring mobile-optimized emails, otherwise users will inevitably abandon and stop trying to interact with the content. In the view of Judy Loschen, vice president of digital analysis at Epsilon, email is potentially the ideal medium to connect with users through marketing, especially since consumers use mobile devices to stay constantly connected.


Furthermore, a study carried out by the company Return Path last May also shows how the viewing of emails via mobile phones has increased significantly from one year to the next. Between March 2011 and March 2012, the increase in views was 82.4%, with 88% more people checking their email via mobile on a daily basis. As suggested by the Epsilon and DMA study, Return Path shows that two-thirds of Americans and 41% of Europeans close or delete emails that they cannot view properly on their mobile devices, which of course means the loss of a large number of customers.