ExactTarget, an email marketing specialist, conducted research in June 2011 that revealed email is the most powerful form of mobile marketing in terms of driving purchase among smartphone owners in the US.
56% smartphone owners who had made a purchase because of a mobile marketing message said they had done so after receiving a mobile marketing email, even if they didn’t buy via their phone they attributed the purchase to the mobile message.
Email is the single most common mobile web usage and according to Nielsen it accounts for 38.5% of mobile internet time and our own survey found 85% respondents collecting, reading or responding to emails on their mobiles. Mobile email will account for 10 to 35% of email opens, depending on your target audience, product and email type according to emailMonday.
Mobile mail is clearly powerful and with these sorts of response rates it is imperative that on the other side of the click is a landing page or web site optimised for mobile. A smooth cross-channel transition ensures consumers stay engaged and connected, increasing the opportunity for further interaction. When sending out email communications; be mobile friendly before and after the click.