Half of UK businesses admit lazy mobile email strategy

New research suggests that more than half of UK businesses deem their email strategy ‘basic’ or ‘non-existent’ despite the expanding consumer-driven demand for mobile optimised content.

The report, from  Econsultancy and Adestra, found that 39% of businesses confessed to having a basic email strategy and a further 22% said their strategy was non-existent – even though many of the participating businesses noted that more than 50% of their email marketing messages are opened via mobile devices.

The survey further discovered that just 5% of businesses have a ‘very advanced’ mobile strategy.

The report, the eighth annual Email Marketing Industry Census is based on a survey of more than 1,100 respondents and looks at various factors behind email marketing from the amount of emails to the type carried out by organisations.

The census also investigates the methods that businesses are currently using to optimise their email for mobile.

Among those that do have a mobile email strategy, more than half (52%) have tailored their email design to have a simpler template that works well on a range of devices.