Retail firms using direct marketing techniques need to make sure their emails are optimized for viewing on a mobile device.
Numerous recent studies have urged firms to make their websites easy to view and use from a smartphone or tablet, as use of these devices continues to grow.
However, research from digital marketing firm Knotice shows that of all the promotional emails sent out by internet retailers in the first half of 2011, 20.07 per cent were read on a smartphone or tablet.
Therefore, firms who send emails that are not user-friendly for mobile device users will be losing up to a fifth of their target market.
"Marketers need to be thoughtful about how the message is rendered, but more importantly, how the user can take action in the most convenient way possible," says Knotice.
A study by IBM indicates that of all the US citizens logging on to a retailer's website during the holiday season, 15 per cent will do so from a mobile device.
Posted by Rachel Wheeler