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One in three Brits now read marketing emails on their mobile devices

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By The Drum Team, Editorial

May 17, 2012 | 2 min read

Just over one in three UK consumers (36%) read marketing emails on their mobile devices, STEEL London has found, with 69% of these then acting on the message.

This action can include clicking through to a website (42%) or making a purchase (30%), the agency's report states.

The rates were found to be higher for 18-34 year olds, with 555 reading marketing emails on their mobiles and 35% of these consumers said they had then gone on to make a purchase.

Andy Hinder, STEEL’s CEO, said: “Consumers are increasingly using their mobile as their preferred media and communication device. Because of this, the mobile has become the gatekeeper for further action and engagement with emails. With better targeted marketing emails, and the growth in mobile commerce, it is essential for brands to look at how they further adapt their email marketing strategies for mobile.”

However, 44% said they found mobile emails difficult to read because there is too much scrolling and 27% saying there is too much information.

From the results, Hinder recommends five simple steps for marketers to find the ‘sweet spot’ where emails work on mobiles, laptops and PCs:

• Simplify the emails: reduce the number of categories, sub-headings, links and images

• Limit calls to action and make them obvious: use a small number of obvious buttons instead of numerous links. Clickable areas should be no smaller than a fingertip (44x44 pixels)

• Use a clear, methodical hierarchy and keep it short: create a clear headline, followed by secondary messaging with smaller tertiary content towards the bottom. Keep the length of the email as short as possible

• Use capitals in titles to distinguish text and content areas

• Stick to one or two columns of content: if using more than one column centre the text in each column to maximise the visual space between them and improve legibility.

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Steel london

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