Most E-Retailers do not Optimize Holiday E-Mails for Smartphones

Daniel Posted On - April 2, 2014

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Email marketing has become a common tool for retailers these days in targeting consumers to compete against what competitors are offering. Particularly during the holiday season, consumers receive all kinds of messages on their smartphones, including e-mails, text messages, app push notifications and mobile wallet messages. It is a common practice for the department store retailers to link mobile-optimized e-mails to its mobile commerce web sites.

Retailers are missing out

In spite of this, one recent study reveals most top e-retailers are not paying enough attention to optimize their marketing e-mails for the recent holiday weekend, which is affecting their potential sales, in a negative way. The analysis also reveals, the retailers who are focusing on mobile-specific messages such as push notifications and text messages that are relevant to customers are in a better position to utilize a growing source of revenue.

According to a Lightning Buy study of 60 of the top 100 e-retailers in the 2013 Internet Retailer Top 500 Guide, it has been found that 65% of top e-Retailers did not optimize their Black Friday (Nov. 29) or Cyber Monday (Dec. 2) marketing e-mails for reading on smartphones, It also adds only 35% optimized their e-mails for smartphones and 25% linked their mobile e-mails to mobile commerce web sites. Another 10% linked those e-mails to full desktop sites. This statistics is quite discouraging from the point of view of fulfilling the purpose of e-mail optimization.

Some statistics

A vendor of mobile checkout technology said, four of the retailers that optimized their e-mails for mobile did not bother to link it to a mobile site though they have their mobile sites. Recently, BlueHornet, an e-mail marketing services provider has provided an alarming fact that although 76% of smartphone owners access e-mail on their devices, 80% of non-optimized e-mails accessed on smartphones get deleted.

Optimizing e-mails for mobile devices is quintessential

In this current situation, the retailers need to understand the importance of optimizing emails for smartphones especially during holiday season. A positive step towards taking a necessary action will boost their marketing strategy.

Carissa Ganelli, founder and CEO of LightningBuy also stressed on a possibility that retailers that do not optimize e-mail for mobile run the risk of having their e-mails deleted or having customers unsubscribe. She also mentioned as shoppers are ready to buy gifts during the holiday, it is absolutely vital for them to see an e-mail on their phone or to be able to purchase from a mobile web site otherwise they will obviously go to a competitor that makes things easy for them on their phones. Not only that it will be a huge loss for the retailers in respect of time as well as money spend on total efforts by building e-mail lists and marketing to their e-mail subscribers since this will allow competitors utilize the opportunity to gain a better result.

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