Consumers are only about half as likely to click-through an e-mail on a mobile device as they are on a PC, according to research by Yesmail Interactive. "It is not new news that marketers should be increasing their mobile marketing efforts, but what is often overlooked is that reaching consumers via mobile is useless if they're not reacting. Marketers need to take a closer look at their mobile e-mail designs and implement mobile-friendly aspects to make it easier for consumers to respond," said Yesmail's Michael Fisher.

Related Summaries