From a new study by Constant Contact and Chadwick Martin Bailey on newsletters and mobile interaction:

The survey of 1,497 consumers found that 80 percent of smartphone owners say it is “extremely important” to be able to read emails on their mobile devices. The study also exposed what could be unfortunate results for marketers who have not yet taken mobile email display into consideration: 75 percent said they are “highly likely” to delete an email if they can’t read it on their smartphone.”

It’s worth your time to go read the full report.

Quotes like this should send a shiver down your spine if you’re still sending out long and non-mobile friendly newsletters to your subscription list:

“The fact of the matter is that consumers are opening emails on their phones first with increasing regularity,” said Jim Garretson, mobile product manager at Constant Contact. “The great thing about mobile emails is that shorter content and fewer calls to action actually perform better than complicated and dense messaging. By simplifying email marketing campaigns, marketers can take an essential and effective step towards becoming mobile-friendly.”

While the study was done by email newsletter provider Constant Contact, the data still points to something that I regularly try to convince clients of… less is more when it comes to newsletters.

Email newsletters are still an incredibly important piece to most, if not all, marketing campaigns. Making sure that your company’s mailings are mobile friendly is not just a nice feature but a requirement in 2013 and beyond.

About the Author Sam Harrelson

Digital Marketing and Technology Consultant and Podcaster at Thinking.FM

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