A recent survey by Campaigner has shown that many people aren’t sure how they feel about this channel.
Campaigner has just revealed the results of a national survey that it commissioned, in which it was discovered that more than 37 percent of consumers are undecided about the way that they feel about the impact that mobile marketing emails are having on them.
Only a small number of them had actually bought anything in their smartphone or tablet because of an email.
The survey revealed that only approximately 6 percent of the respondents had actually purchased a product or service over their smartphone or tablet as a result of having received a mobile marketing email. For this reason, many aren’t exactly sure whether the channel is having any real impact on the purchasing decisions that they are making.
This discovery may help to shape the way that mobile marketing is used over the upcoming holiday season.
Many consumers wait until the end of November in order to begin their holiday season shopping. However, retailers have been hoping to be as prepared as they possibly can to be able to reach consumers as they are making fast decisions, and it is likely that mobile marketing will play an important role in that effort, this year.
At the same time, the survey indicated that only 14.3 percent of the respondents actually used the mobile marketing emails that they received in order to take advantage of deals, offers, savings, and the chance to find unique gifts. At the same time, 37 percent weren’t sure if the emails they received had any impact on the decisions that they were making for purchases, in any way, especially when compared to the impact that regular emails have.
What the Campaigner survey did find was that poor design of mobile marketing emails, badly optimized smartphone websites and sending too many emails to consumers rapidly killed potential opportunities by having consumers simply delete the emails before they even opened them. According to the Campaigner general manager, E.J. McGowan, “While mobile commerce has taken off like a rocket, retailers still have a lot of work to do when it comes to developing their mobile channels.”
Another report, this time from Vision Critical, determined that social media marketing can also help mobile commerce by easing the transition to the channel from having only been on the standard web. Even when the smartphone optimized or responsive website has not yet been created, brands can use Facebook, Twitter, Google+, Pinterest, Instagram, and even YouTube to help to make sure that they are making themselves present, available, and relevant to smartphone consumers, even before an official website or app (or both) remain in the pipeline.