Many are checking their emails using their mobile devices, presenting email marketing opportunities.

Marketers use email to send out branded promotions, updates, product information and more to prospective and current customers, and might consider zeroing in on concise strategies. In a world where people prefer reading emails over answering phone calls, emails laden with relevant, custom content may drive consistent streams of revenue for brands.

Smartphones and mobiles for email checking

According to the 2013 Digital Publishing Report released by Adobe, those between 18 and 54 use their smartphone and mobile devices to send and receive email, presenting an opportunity for marketers to reach their audiences while they’re pumping gas, passing time before a doctor’s appointment or waiting in the car for their children to emerge from school. The study revealed that 79 percent of owners use their devices for email related purposes, while 78 percent used them to make calls.

72 percent check their emails with smartphones

Adobe surveyed 1,003 individuals, finding that 72 percent of tablet owners use their devices for email, while 79 percent of smartphone owners use it for the same. Not only should email efforts be optimized for mobile viewing, but content should be carefully curated to reach demographics that may check in while they’re on-the-go. Keeping emails short, simple and sweet may be a better strategy than providing lengthy information with loads of links.

Ensure that emails aren’t spammy

Brafton has reported that some branded content can be quickly written off as spam if marketers aren’t careful. Since 70 percent of all complaints about spam are connected to email marketing efforts, it’s best to ensure that content is created carefully by teams that understand target audiences, the state of the industry and what is readable, clickable and likeable.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.