One-quarter of respondents planned to increase spending on email marketing. This was the third-highest response, trailing social network marketing (38%) and content marketing (28%). Meanwhile, few marketers said they would up investments in newer digital formats such as mobile advertising (16%) and digital video ads (14%).
Based on April 2014 polling My.com, a chunk of those dollars would be well spent on mobile-optimized email. Nearly three-quarters of US internet users studied said they checked email on a mobile device. Android-powered devices were the most popular mobile platforms for checking email via mobile, cited by 48% of respondents, followed by iOS, with 38%.
However, a June 2014 study by Ascend2 found that mobile-optimized email still had much room for growth. Around one-third of marketing professionals worldwide said they used or were planning to use mobile-optimized email in the next year, compared with 54% who said the same for mobile-optimized websites. Email ranked fourth overall, with response rates close to those for mobile apps (35%) and mobile social media (33%). Read the rest at eMarketer.