Pervasiveness of smartphones and tablets will affect email marketing

Many still have not begun optimizing email for mobile

The rising prevalence of mobile technology is the top factor affecting email marketing programs in 2013, according to a December 2012 Marketing Sherpa survey of marketers worldwide, sponsored by Vocus. Fifty-eight percent of respondents said that the pervasiveness of smartphones and tablets will affect their email marketing plans in the next 12 months.

A majority of respondents (57%) also planned to adapt email campaigns based on new developments in social media. Mobile and social are the only two technology developments that more than half of marketers said will affect their email marketing plans in 2013.

What adjustments do marketers feel they need to make to their email efforts in light of the rise of mobile? Just 42% said they were fully designing emails to render differently on mobile devices, despite the fact that many consumers rely heavily on tablets and smartphones for email access.

Reflecting the differing levels of email marketing advances made on mobile, only 21% of respondents said that their mobile marketing efforts were integrated with their email marketing efforts. By contrast, three-quarters said their web and email efforts were integrated; more than half had integrated social and email; and 35% have even coordinated email and blogging.

Given that consumers are growing more and more accustomed to thinking of their mobile devices and their email accounts as inseparable, it’s no surprise that marketers would be eager to bridge the separation between them

François Dahlem

Marketing director

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