Mobile Promotional Emails: Consumers Dissatisfied with Poor Design and Experience
July 24, 2013 -- According to a national survey conducted by Juniper on behalf of the marketing firm Campaigner, just 6% of respondents made a purchase directly from a mobile device as a result of a promotional email received on their mobile device last holiday season.
The survey, which took place during the 2012 holiday season, and being discussed now as marketers prepare for the 2013 holiday shopping season, also finds:
- The largest share of respondents to the survey (37%) were unable to say whether mobile marketing messages had any impact on their purchasing decisions.
- Just 14% agreed that marketing emails helped save them money or find new deals.
- One in 5 (21%) viewed the holiday-related emails but didn’t act upon them, and 27.5% said they were overwhelmed by holiday marketing emails and deleted them.
- Four out of 10 (41%) cited poor mobile design and user experience as their biggest source of frustration with mobile marketing emails. The issue most often cited was irrelevant content.
- Irrelevant or non-personalized content - 23.5%
- Too wordy – 15%
- Difficulty in responding 10%
- Not mobile friendly – 9%
- Tedious scrolling – 8%
- Over 46% of respondents receive more than 50 emails each day, with 10% sifting through more than 300 emails a day.
- Almost one third of those surveyed report that marketing or promotional emails make up 75% or more of their total email, and 58% say they delete promotional messages, in general, without reading them, due to email overload.
- According to respondents, the top attention grabber motivating them to read a promotional email was familiarity of the sender's name (24%), followed by the message’s subject line (16%).
About: The survey was commissioned by Campaigner using Google Consumer Surveys between December 19 and December 20, 2012. Each question sampled at least 1,237 unique, randomly sampled Internet users across the Google Consumer Surveys publisher group, who identified themselves as consumers. The average margin of error is +/- 2.7%.
Source: j2 Global, Jumpstart Your Holiday Planning: Campaigner(R) Helps Mobile Marketers Get Email Marketing Right, July 24, 2013.