HUNTINGTON BEACH, Calif.–Retailers are investing in email and paid searches in an effort to capitalize on mobile traffic growth, according to a new report by Shop.org/Forrester Research, Inc.
Nearly nine in 10 online retailers surveyed either have already implemented or are planning to implement mobile email optimization in 2013, and seven in 10 will optimize paid search for smart phones and tablets (71 percent and 73 percent, respectively), the report, “The State of Retailing Online 2013: Marketing & Merchandising,” said.
“As consumer adoption of smart phones and tablets in the United States reaches critical mass, retailers know that their marketing mix has to work optimally for all customer touchpoints now,” said Vicki Cantrell, executive director of Shop.org. “Email has always been one of the most effective customer retention vehicles in the market, so it’s no surprise to see retailers investing to make email engaging and relevant for the increasingly mobile consumer.”
According to the study, retailers say that, on average, 28 percent of emails sent to customers are first opened on a smart phone; small retailers say that on average 42 percent of their emails are first opened on a smart phone.