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October 29, 2012
Almost 10% of consumers use a smartphone or tablet as the primary device for checking email, according to a new survey by the DMA. This suggests that desktop clients should still be the most important focus for marketers.
Stats published in May shows that more than a third of consumers (36%) read marketing emails on mobile, rising to 55% among 18-34 year olds.
A separate study found that 33% of respondents said that they use their mobile to screen emails before reading them later on a desktop.
Data from the DMA’s survey also shows that 39% of respondents open emails from trusted brands using their mobile, while 36% would save it to read later on their desktop, so it’s important that brands are optimising email content and subject lines for mobile.
However, in Econsultancy's Email Marketing Census 2012, sponsored by Adestra, 39% of companies said their mobile email strategy was “non-existent” and 37% said their strategy was “basic”.
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