More than half (61 per cent) of email newsletter recipients read their emails in their smartphones in the Middle East, a report said, highlighting that this number is higher compared to global average of 48 per cent.

iOS-based Apple gadgets are the most commonly used mobile devices among the Middle East consumers and business-to-business professionals, added the research conducted by Liana Technologies, the leading online marketing software company in the Middle East.

Android-based smartphones and tablets were placed second, however, being far less popular. The study also reveals that on average 64 per cent of companies’ decision makers, i.e. CEOs or managers, favour mobile over desktop email client. In the research, smart phones and tablets were regarded as mobile devices.

“The high smartphone penetration in the region has a direct effect on email usage as well. Any business not taking this into account in their email marketing is missing a huge opportunity,’ said Janne Kilpelainen, general manager of Liana Technologies.

“Email has become an effective mobile marketing channel for anyone wanting to reach out to customers on the move.”

According to global studies, consumers receive approximately 416 commercial emails every month. Therefore, in order to reach out to as many clients as possible, all the email marketing has to be designed for mobile viewing as well. Mobile optimization or responsive design enables efficient reach of all potential clients when done professionally.

The research results show that it is crucial for every marketer to make sure their marketing emails are optimized for mobile devices.

“For anyone interested in more about email marketing and how to be effective with it, we have recently launched a comprehensive guide about the topic,” said Kilpelainen. – TradeArabia News Service