Email marketing can be an effective method of getting touch with clients and consumers, but has a variable reputation due to the possibility of unsubscribers and immediate deletions.

However, recent information from Good Technology revealed that email marketing campaigns are reaching increasing numbers of people, thanks to the rise in use of email through smartphones. This data appears to be particularly relevant to the corporate sphere – 68% of consumers said that they check work email before 8am on weekdays, and even check their inbox over weekends.

John Herrema, senior vice president of corporate strategy for Good Technology, commented, “In today’s ‘always on’ mobile environment, secure access to corporate email and apps is a ‘must have’ versus a ‘nice to have’ for nearly all companies.” He also suggested that the rise in the number of employees using their own mobile devices for work may have contributed to the increase in email marketing engagement, as they are interacting with mobile content associated with their jobs more frequently.

From a marketer’s perspective, it is therefore essential that any email marketing content is optimised for both desktop and mobile viewing, to ensure that it is accessible and user-friendly. The trend for mobile devices is obvious across all industries, so it’s important to ensure that all aspects of online content are optimised for this kind of access.