Email overload is frustrating consumers, according to results released from a Campaigner survey conducted during last year’s holiday period that examined the use and influence of mobile emails. 1 in 10 respondents said they dealt with more than 300 emails a day, with close to one-third of those saying that marketing and promotional emails accounted for at least three-quarters of their emails, and almost 60% claiming they just deleted the messages without reading them. With clutter such a problem, what motivates consumers to open emails on their mobile devices?
Overall, familiarity with the sender name ranked as a bigger “mobile email motivator” than the email subject line (24.1% and 16%, respectively), per the study results. It’s interesting to see subject lines (for which terms should be carefully selected) taking a backseat to sender familiarity: a survey last year from Chadwick Martin Bailey revealed a similar result. Read the rest at MarketingCharts.
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