Many higher
education institutions still use campus email to communicate important
information to students or promote upcoming events. All too often, students
simply ignore those messages.
One reason
may be that many people manage email through their phone and they simply don’t
bother with messages that are too hard to read on the small screen, according
to a report in Mobile Commerce Daily.
The report said a survey by The Relevancy Group determined that 73% of
consumers access email via mobile phone, with 31% employing the phone as their
main means of checking email. The percentage goes even higher with younger
consumers.
The problem
doesn’t lie with short, text-only messages. The culprits are lengthy messages
and especially email with graphics that aren’t formatted in a responsive design,
which would serve up a readable version based on the user’s device. So
recipients tend to just hit delete.
“Thirty-two
percent of respondents complained that messaging for mobile was too small to
read and interact with, so utilizing device-specific tecniques such as
responsive design and device detection should be at the forefront of how
marketers approach mobile email,” said Justin Foster, co-founder and vice
president of market development at LiveClicker, sponsor of the survey.
