artegic publish Mobile Email Marketing Study 2010

eCRM pro­vi­der tests 29 mobi­le end devices in com­pre­hen­si­ve mar­ke­ting prac­tice stu­dy

Mobi­le tar­get groups are the next big chal­len­ge in the inter­net. This also app­lies for email mar­ke­ting. In a new stu­dy, eCRM pro­vi­der artegic AG publishes its out­look and tech­ni­cal ana­ly­sis of mobi­le email mar­ke­ting. 29 mobi­le end devices from dif­fe­rent manu­fac­tu­rers under­went com­pre­hen­si­ve tes­ting. The results pre­sent sen­ders of email mar­ke­ting with an over­view con­cer­ning tech­ni­cal and user-spe­ci­fic chal­len­ges in mobi­le email mar­ke­ting.

Accord­ing to a stu­dy by Gart­ner, by 2010 the­re will be around 350 mil­li­on busi­ness and pri­va­te users world­wi­de using email on the move. Mobi­le mar­ke­ting will the­re­fo­re beco­me an obli­gato­ry disci­pli­ne of direct mar­ke­ting. So, it is all the more sur­pri­sing, that com­pa­nies in their exis­ting mar­ke­ting bare­ly take into con­si­de­ra­ti­on the estab­lish­ment of email com­mu­ni­ca­ti­on in dai­ly mobi­le life.

Email capability of devices is increasing

The dif­fe­rent tech­ni­cal chal­len­ges, as well as the con­ti­nuous deve­lop­ment of input and out­put capa­bi­li­ties of mobi­le end devices can often crea­te sub­stan­ti­al pro­blems for tho­se respon­si­ble for mar­ke­ting. The Mobi­le Email Mar­ke­ting Stu­dy 2010, which was car­ri­ed out by eCRM pro­vi­der artegic in col­la­bo­ra­ti­on with busi­ness con­sul­ting agen­cy Saphi­ron, inves­ti­ga­tes a rep­re­sen­ta­ti­ve cross sec­tion of pro­vi­ders and ope­ra­ting sys­tems. Among the devices tested were brands, such as Apple, HTC, Sam­sung, Nokia, Palm, Sony Erics­son and Black­ber­ry. During the selec­tion of the devices, the posi­tio­ning of the manu­fac­tu­rer in regard to email fun­cio­na­li­ties and the mar­ket sha­re in the spe­ci­fic device class were taken into con­si­de­ra­ti­on. Fur­ther­mo­re, the stu­dy pays atten­ti­on to rele­vant ope­ra­ting sys­tems, such as Sym­bi­an, Win­dows Mobi­le, Black­ber­ry, WebOS, Andro­id and Apple’s mobi­le ver­si­on of OS X. What you see is not always what you get!
At the heart of the stu­dy are dis­play tests of emails on mobi­le end devices. For this pur­po­se, news­let­ters were sent as a mul­ti­part alter­na­ti­ve and the dis­play capa­bi­li­ty of the end devices was ana­ly­sed accord­ing to dif­fe­rent fac­tors, such as the num­ber of cha­rac­ters and HTML capa­bi­li­ty. In the fol­lo­wing, you will find a selec­tion of the indi­vi­du­al test results:

  • The dis­play capa­bi­li­ty of mobi­le end devices has impro­ved – howe­ver, in most devices, it still lacks far behind the pos­si­bi­li­ties of PCs and note­books.
  • In con­trast to devices of the older genera­ti­on, new Black­ber­ries offer a signi­fi­cant­ly hig­her num­ber of dis­play­ed cha­rac­ters. Devices based on Win­dows Mobi­le also fea­ture signi­fi­cant­ly more cha­rac­ters. This is due to the high dis­play reso­lu­ti­on, as well as the opti­on to turn the screen con­tent by 90 degrees.
  • The dis­play reso­lu­ti­on most com­mon­ly used in Smart­pho­nes has increa­sed sin­ce the last stu­dy in 2008 from 240×320 pixels to 320×480 pixels (in touch screen models) and in some of the devices based on Win­dows Mobi­le to 480×800 pixels.
  • HTML emails could only be dis­play­ed almost cor­rec­t­ly from the email cli­ent on the Apple iPho­ne, the Palm Pre and devices based on Andro­id.
  • Devices based on Sym­bi­an are still lacking HTML dis­play capa­bi­li­ties – in the same way as the older Black­ber­ry genera­ti­on. Some models howe­ver, offer the (rather com­plex) opti­on of ren­de­ring the HTML code via the email attach­ment wit­hin the web brow­ser.