Online fashion site Missguided.co.uk is targeting smartphone users with its email marketing campaigns after it found that the phone is its customers primary hardware for accessing emails.
Research by the company revealed that 65 per cent of its shoppers used their smartphones to open emails and 11 per cent used tablets.
Miussguided used Responsys, an email service provider, to create a dynamic module template which took three to four weeks, according to the Econsultancy.com website.
The result has been a 'vast improvement,' according to Missguided's affiliate and email marketing manager Cath Higgs, and has prompted response rates higher than the retail benchmark.
Higgs said Missguided does not have a mobile site which restricts the success of its mobile-optimised emails. But plans to implement one are expected to produce a 'considerable uplift' in conversion rates from emails.
For more on Missguided, see our Online Retail Stars of 2013 Report: Missguided.co.uk.
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