A report from Striata suggests that companies using email marketing must optimize for smartphone use.

A report from Striata suggests that email marketing campaigns are lagging heavily in terms of optimization for mobile devices, which could prevent companies from attracting prospects. Sixty-three percent of Americans said they immediately close an email that is not optimized for their mobile devices.

In the past, smartphone users were more willing to deal with emails and other content that wasn’t perfectly suited for their device. However, the pervasiveness of smartphones and their growing role in the everyday lives of Americans has changed this. Email marketing campaigns are among the most effective for companies looking to boost web conversions and improve visibility, so ensuring their full accessibility for all users is critical.

Striata pointed to a series of issues many smartphone users cite for low satisfaction with email marketing. Email content should be as brief as possible to ensure users can view it all without scrolling too much. Moreover, do not use images and other visual content that could slow a smartphone down or impact the amount of time a user spends reading the content.

Mobile has forced businesses using several different new media marketing campaigns to adjust their approaches. Brafton recently reported that social media marketing use on smartphones has led to a series of preferences for users that include a demand for minimal brand activity on mobile social apps.

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.