A new report co-created by Econsultancy and Adestra tells the story of company marketers who struggle with adopting a mobile optimization strategy for email campaigns. According to the report titled Email Marketing Industry Census 2013, approximately one-third of business marketers claim that they don’t have a strategy for optimizing their email marketing for mobile devices.
Furthermore, one-fifth of marketing agencies state that their clients have no such strategy. Between 39% and 45% report only a very basic strategy for mobile optimization with email marketing.
The report points out how many companies and businesses do not understand or realize the value of mobile optimization for email. A lack of mobile optimization or mobile-friendly emails can cause an average of 30% of recipients to unsubscribe from an email list. Mobile optimization impacts both email design, list segmentation, high-level messaging and analysis.
About the report: Over 1,300 respondents participated in the 2013 Census, which took shape as an online survey in January and February 2013.