48% of companies do not know what proportion of the emails they sent were read on mobile devices, finds the Econsultancy/Adestra Email Marketing Industry Census 2012.
Not optimising for mobile readers, or taking account of recipients’ reading habits, can have a detrimental effect on both response rates and ROI. Are you sending desktop sized emails to iPhone users? Do they read once on a mobile device and then later on a desktop? Many companies have no idea.
Being unveiled at Internet World 2012 is a new feature within Adestra’s MessageFocus enterprise email platform – it highlights the type of email client brands recipients are using, with a breakdown of each major version. This enables optimisation for a company’s specific audience.
The new reporting is split into several sections: desktop, webmail and mobile clients:
Mobile: this report shows the breakdown of mobile devices used by recipients (iPhone, iPad and Android). Webmail: Not only do the different webmail services have the potential to display emails differently, but the web browsers recipients are using can also be a factor. This report helps marketers focus their design on the email clients and browsers that matter the most. Desktop: Desktop reports provide more detail on the specific version of the desktop client recipients are using. This is an important factor to take into consideration as emails can look considerably different between versions, particularly with Outlook.
Internet World is taking place 24th-26th April at Earls Court 2, London.
About Adestra
Adestra says: “Founded in 2004, Adestra set out to be the most respected Email Service Provider. Today, Adestra is a market leader, with offices in Oxford, London and New York. Over 300 organisations globally and more than 4,500 marketers across most sectors, work with our technology, people and deliverability solutions to generate effective email marketing that deliver results.
Our Technology: Developed entirely in-house by our staff, Adestra’s MessageFocus gives clients an extremely scalable and configurable email service platform that consistently delivers.
Our People: We seek to provide the highest possible levels of technical customer support and intelligent, innovative consultation. In 2012 we released our customer charter, the first of any UK ESP, which is our promise to our clients. Our approach to client service has helped us to maintain our client retention rate at 98.7%; something we are very proud of.
Our Deliverability: Adestra offer a very honest approach to deliverability, quite simply there is no silver bullet. Our inbox placement rate, which peaks at 99.8% and our expertise, gives your emails the best chance of arriving in the destination inbox.”
