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Email marketing is developing and trends for 2013 indicate that the field will maintain a strong position, but the way consumers access their messages is changing.
Email marketers should take into consideration the findings from the latest Adobe Systems 2013 Digital Publishing Report, which reveal that smartphone owners are more likely to read emails on their devices than make a phone call. The results from the research highlight the importance of brands adapting their email marketing campaigns to mobile, the Internet Advertising Bureau noted.
In addition to reading emails and making phone calls, cited by 79% and 78% of respondents as the main purposes of using their smartphones, more than two in three respondents use their devices to log on to Facebook.
Emails emerged as a major reason for using tablets as well, with almost 75% of owners accessing their inboxes via an iPad or a similar device, followed by playing games (67%) and accessing social networking sites (61%), the report said.
Meanwhile, the research also looked into how mobile devices shaped consumers´ purchasing decisions, suggesting that people are much more likely to use them for research on products and price comparison, rather than actually buying products via mobile. Only one in five smartphone owners had made a purchase on their device, compared to 44% of tablet owners, Adobe found.