Experian CheetahMail reveals brand and formatting are key to mobile email marketing success

Rachael Taylor
PR Manager, Experian
+44 (0) 207 819 5368 Tel
rachael.taylor@qas.com Email




London, UK, 24th September 2009 -  A new report published today by Experian CheetahMail reveals that while a quarter of people now access emails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission-based marketing emails are being deleted unread.

In the free report, ‘Email marketing: the mobile conundrum’, Experian CheetahMail commissioned YouGov to look at consumers’ attitudes towards reading emails on their mobile phone. Its research reveals that mobile email usage is rife amongst 18-34 year olds, with around three out of four saying that they either currently read emails on their mobile phones or plan to do so in the near future. A third of all respondents said that a major barrier to reading emails on their mobile was poor email layout, while a further 30 per cent would not open an email from a brand they did not recognise. 

The report also found that the growing trend of reading emails on the move challenges the traditional thinking around the best time for brands to engage with customers. While nearly half of the respondents read emails on their phone throughout the day, over half read emails on their phone over the weekend.  

Steve Lomax, Managing Director of Experian CheetahMail EMEA, commented: “In an era where the mobile phone is now routinely used to check and respond to emails, it is clear that email marketers cannot afford to ignore the mobile channel. However, our research shows that only well formatted emails from recognised brands are likely to generate marketing cut through. Brands also need to take into account that consumers have a very different user experience on their mobile and what looks good on a PC can be almost unreadable on a mobile device.

“For effective permission-based mobile marketing campaigns, best practice techniques such as segmenting messages according to immediacy, optimising subject lines, sending multi-part emails and linking to a mobile version of the email can lead to an uplift in campaign results.”

For further press information and a copy of the full report, please contact:

Rachael Taylor


0207 819 5368



About Experian CheetahMail


Experian CheetahMail is the trusted service provider of online marketing solutions for top enterprises worldwide. Offering industry-leading email marketing and customer intelligence solutions, as well as providing a broad range of client services, Experian CheetahMail enables clients to build data-driven, relevant relationships with their customers.


Servicing the world’s most recognisable brands, Experian CheetahMail’s globally diverse client base includes Barclays, Borders Books, Discovery Communications, KLM, and Wyndham Hotels.


Experian CheetahMail, a business unit of Experian® plc (LSE:EXPN), was founded in 1998 and is headquartered in New York City with offices in Los Angeles, San Francisco, London, Dublin, The Hague, Paris, Melbourne and Barcelona. 


For more information, please visit http://www.cheetahmail.co.uk or email info@cheetahmail.co.uk.


About Experian

Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2009 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil. 

For more information, visit http://www.experianplc.com.




All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 2255 adults. Fieldwork was undertaken between 28th August - 1st September 2009.  The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).