A report form Knotice found that mobile devices are becoming more popular for email access, with 27 percent of messages opened on smartphones.

A report from Knotice suggests that companies must alter their thinking on email marketing to make their campaigns are updated with fresh content for smarphone users who regularly check their inboxes. According to the study, 27 percent of all emails are opened on mobile devices, and the continued growth of the smartphone and tablet industries will likely propel this figure moving forward. 

One issue companies have found as mobile devices become primary access points for email is that click-through rates are lower on smartphones than they are on desktop computers, Knotice found This may have something to do with the fact that, as Brafton has reported, mobile users say they check email “constantly” and redundant content fails to compel clicks.

Additionally, the company said that many email messages, especially those from businesses, have not been sufficiently adjusted to optimize viewing for smartphone owners. Moreover, many websites that these campaigns direct recipients toward have not been properly designed for consumers to access on the go. Once users attempt to go to a website and find it takes too long to load on their mobile devices, they’re more likely to avoid that site moving forward. For businesses of any size, losing prospects for such reasons can negatively impact the success of marketing campaigns.

Website optimization issues aside, Brafton recently reported that successful email marketing campaigns begin with the content included in the messages. Nearly 20 percent of consumers respond most favorably to email campaigns that contain relevant information that keeps them informed regarding the industry.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.