Mobile users have lost patience with email messages that aren’t optimized for their devices. Fully 80% of them will delete unread an email that doesn’t look good in their phone’s inbox, according to a new U.S. study. This figure was up sharply from 69% last year.
A survey of U.S. consumers by EmailOutbound, an email service provider, shows that more than 30% of them will unsubscribe if a message displays poorly in their mobile device. Any email marketer that doesn’t ensure its messages look good on a phone is missing out on a huge chunk of the market: 43% of respondents say they read their emails mainly on their mobile, up from 35% in 2012.
The study, which covered Americans 25 to 40 living in urban or suburban areas, also showed that discounts are a wildly popular motivator for people to sign up to receive emails. About 84% of respondents cited this as the most important reason for signing up, and a hefty majority of 74% said they will redeem a discount by showing their mobile device to a cashier.
EmailOutbound’s study also spotlighted another key to connecting with consumers through email marketing: almost 70% of respondents say they open emails from familiar brands whose products they already consume.
A different study released recently by Aimia, a loyalty management agency, offers another couple of key insights into successful email marketing. One is that 46% of consumers surveyed in Canada, the U.S. and U.K. said they receive too many marketing emails, and most would prefer to receive one message per week from a given company. The Aimia study pointed to one key to overcoming consumer resistance to email marketing: 70% of respondents said they would like to receive offers on products they buy regularly.
Read: 7 Keys to Killer Emails