Post on 27-Jan-2015
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Mobile-Friendly Disconnects
Consumers react harshly when they encounter websites or emails that aren’t mobile-friendly.
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Mobile-Friendly Disconnects
B2C brands are making improvements, but the gains
are uneven—sometimes in surprising ways.
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Mobile-Friendly Disconnects
41%of brands send mobile-friendly emails
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Mobile-Friendly Disconnects
75%of brands use mobile-
friendly landing pages
However…
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Mobile-Friendly Disconnects
Emails significantly lag landing pages when it comes to mobile experience.
Disconnect:
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Mobile-Friendly Disconnects
75%of brands use mobile-friendly landing pages
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Mobile-Friendly Disconnects
40%of brands using mobile-
friendly landing pages send mobile-friendly
emails
However…
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Mobile-Friendly Disconnects
Brands with mobile-friendly landing pages should be more likely to send mobile-friendly emails, but they aren’t.
Disconnect:
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Mobile-Friendly Disconnects
73%of brands that email at least daily send mobile-friendly emails
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Mobile-Friendly Disconnects
67%of brands that email at least daily use mobile-friendly landing pages
However…
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Mobile-Friendly Disconnects
High-volume senders clearly value a mobile-friendly email experience, but are surprisingly less likely than other brands to use mobile-friendly landing pages.
Disconnect:
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Mobile-Friendly Disconnects
37%of brands that email less than daily send mobile-friendly emails
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Mobile-Friendly Disconnects
73%of brands that email at
least daily send mobile-friendly emails
However…
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Mobile-Friendly Disconnects
Most brands are lagging far behind the brands that are the heaviest users of email marketing.
Disconnect:
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Mobile-Friendly Disconnects
41%of retailers sendmobile-friendly emails, however…
40%of non-retail B2C brands send
mobile-friendly emails
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Mobile-Friendly Disconnects
76%of retailers use mobile-friendly landing pages, however…
71%of non-retail B2C brands use
mobile-friendly landing pages
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Mobile-Friendly Disconnects
Although retailers have traditionally been far more email-savvy than other B2C brands, that’s not the case in regard to mobile-friendliness.
Disconnect:
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Mobile-Friendly Disconnects
Source: All data based on observational research performed by the ExactTarget Marketing Cloud in June
2014 involving approximately 160 B2C brands using anonymous email accounts