More people are picking up their mobile phones and tablets to check their email inbox and that could be either good news or bad news for marketers.
On the upside, it means people are getting the message throughout the day. They can pick up their email while they’re out having lunch or waiting in line at the bank. The downside is that they have little patience for emails that don’t display properly on a mobile screen.
According to a new report from BlueHornet, a poorly displayed email would send 30.2% rushing to click the unsubscribe button. This is up from 18% last year which goes to show that are patience is waning. A year ago, mobile email wasn’t that common, so it was easy to forgive a company for not getting on board. Now, though, there’s no excuse for a poorly executed email.
The slightly better news is that the overwhelming majority of consumers would simply delete a bad email. You’re still losing eyeballs but at least you’ll get a second chance to make it right.