The tide of public opinion on email marketing is shifting and new research has found that the growing popularity of smartphones can be credited for the change.
To that end, the number of people who accessed emails on mobile devices increased 8 percentage points in the past year. Furthermore, 43 percent of consumers say they read emails most frequently on a smartphone or mobile device.
Those numbers present a huge opportunity to marketers who are able to capture that rapidly growing audience. The researchers found that 63 percent of consumers say they would make a purchase from an email they viewed on their mobile device.
However, there are some caveats to the newfound acceptance of email marketing. Eighty-four percent of consumers say they sign up for emails from companies in order to receive discounts. Consumers are also more likely to open emails from brands that they are familiar with.
"In exchange for their email address, consumers expect value, often in the form of a special offer," the BlueHornet 2013 Consumer Views of Email Marketing report said. "However, remember that your email program is an extension of your brand persona — not simply a coupon distribution channel. Make sure there is a strategy behind the discounts that you offer, use discounts to elicit a specific strategic customer behavior, and always keep the strategy in alignment with your brand."
Despite being more accepting of email marketing, consumers will still unsubscribe from emails, especially if they have poor mobile displays. However, consumers are most likely to simply delete emails if they do not read well on a mobile device. Additionally, nearly 14 percent of consumers say they will wait to view the email in their browser, while 6 percent say they will view the email anyway.
The research was based on the responses of 1,000 consumers between ages 25 and 40.