29% of Businesses Have Increased Email Subscribers via Mobile Marketing

By: Jason Hahn | DM Confidential May 30, 2012

A recent StrongMail survey conducted with Zoomerang in April took the pulse of 802 business leaders regarding “mobile marketing adoption, budgets, techniques, challenges, benefits and integration with other channels.” Among the findings is that nearly 3 out of 10 businesses have been able to increase their email subscriber base with the help of mobile marketing.

According to the “Mobile Marketing Survey 2012,” 45 percent of respondents are using mobile as a marketing channel. Twenty-six percent said they have been using mobile marketing for six months or less, while 31 percent said they have been using it for 6-12 months, 29 percent said they have been using it for 1-2 years and 14 percent said they have been using it for 3+ years.

For the 55 percent of respondents who haven’t yet leveraged mobile marketing, 37 percent said that while they see the value in mobile, they haven’t determined the right strategy yet. Meanwhile, 22 percent pointed to a lack of resources/staff, 19 percent said it’s not an appropriate fit for their business, 12 percent pointed to lack of funding/budget and 3 percent said they don’t see any value in mobile marketing.

The survey also found that 43 percent of businesses using mobile marketing have integrated their email marketing and mobile marketing programs. Of this group, 32 percent have used mobile-optimized landing pages or websites, while 25 percent have captured mobile numbers during email signups, 22 percent have used mobile-optimized templates, and 21 percent have used cross-channel email/SMS campaigns.

Twenty-nine percent of businesses using mobile marketing said they have been able to increase email subscribers using the channel, while 27 percent said they have not.

Meanwhile, 37 percent of respondents said mobile marketing is managed by the online/interactive marketing department, followed by 14 percent that said it was managed by the email marketing department, 7 percent that said it was managed by a dedicated mobile marketing department and 6 percent that said it was managed by the direct marketing department.

Of businesses who partake in mobile marketing, 13 percent said 20 percent or more of their email subscribers access their email messages on mobile devices, while 11 percent said 5 percent or less do, 11 percent said 5-10 percent do, 10 percent said 10-15 percent do, and 8 percent said 15-20 percent do. Forty-six percent of these respondents said they don’t know this percentage.

Fifty-eight percent of respondents said they have optimized their email marketing templates for mobile viewing, while 31 percent said they have not. Of the latter segment, 77 percent said they plan to optimize their email marketing templates for mobile viewing in the next 12 months.

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