80% of users delete emails that don't look good on mobile

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Nearly half of all emails are opened on mobile devices, but companies have yet to take charge of the situation. They have not adapted their messages to these smart screens, which has a serious consequence: a large proportion of them end up in the trash, specifically 80%, according to the report published by BlueHornet.

All your email marketing efforts can be wasted if your message is not adapted to mobile devices. In addition, this poor communication directly affects your brand image and, in the worst case, can lead the recipient to unsubscribe, thus losing a potential customer.

The study, "Customer Views of Email Marketing Report" also indicates that 2 out of 3 customers were willing to interact with email marketing actions, even if it involves making a purchase with their mobile phone.

However, this positive attitude towards email marketing is radically transformed if these actions are not well optimized for smart devices. Consumers are increasingly rejecting this type of error:

80.3% of users delete their emails directly, a practice that active phone number has increased since last year, when 69.7% opted for this resolution.
A third of respondents request to unsubscribe, which means losing a valuable contact. In 2012, only 18% took this drastic measure.
Only 13.5% choose to check their email on their computer, a figure that has also decreased since the previous period, when 17.7% gave these illegible messages a second chance.
The survey was conducted on a sample of 1,000 consumers in the United States, aged between 25 and 40. It reflects the good acceptance by customers of offers and promotions in their inbox, and even of reacting positively to them. However, they do not accept under any circumstances the poor readability and lack of usability that characterises messages that are not adequately optimised for mobile phones, which are, in turn, the device they use as much or more than the computer.

Companies must therefore overcome this technological gap, as it can be very costly, both in economic and image terms.

Do you optimize your email campaigns for mobile devices? What do you do when you receive a message that you cannot view correctly?