Why email is a key element of mobile marketing

A study finds that four out of five smartphone owners use the devices to check email. So how can retailers target promotional messages most effectively?

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According to the report from Adobe, 79 percent of people said they use their phone for email, one tick above the 78 percent who said they make and receive calls with their mobile phones.

The same Adobe report includes a statistic of interest to marketers: 59 percent of smartphone users say they’re likely to make a purchase directly from their handset during the next year.

What’s more, emails from brands are second only to personal recommendations when it comes to influencing purchasing decisions on mobile devices. In the survey, 69 percent of smartphone users and 71 percent of tablet owners indicated that direct emails from businesses influence their buying behavior.

What does that mean for marketers? It means that despite the rise of social media, augmented reality, and SMS, email may be the best way to reach consumers on the go.

But there is more to successful email marketing than simply delivering a message to a handset. You need to ensure that your message will be opened and that your call to action will be followed—be that by visiting your website or taking advantage of a special offer.

Here are a few key factors to keep in mind:


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