Given my businesses are online I’m constantly checking my email when I’m away from the computer. I always pride myself in being reachable and promptly returning emails to ensure I operate as efficient as possible. If you own a smartphone or a device with email capability it’s likely you know the feeling. Whether you’re sitting in the dentist chair or at the mall shopping, generally you pay attention to the vibrate/ding when you receive a new email.
Return Path recently conducted a study to see how the growth of mobile was affecting email. They’re findings…. A potential goldmine!
- Where and when subscribers are interacting with your email
- Year-over-year (March ’11 – March ’12), Email opens on mobile devices grew 82.4%, and is on track to surpass both desktop and webmail email views by midyear.
- Apple devices account for 85% of all mobile email opens.
- Time of day influences which device people read emails on with desktop email clients being the most popular during the weekday and webmail and mobile being more popular during the weekend.
Read the second bullet point again. Email opens to surpass both desktop and webmail email views by midyear. If you’re not properly formatting your emails for mobile devices then it’s likely you’re missing out on a large portion of your audience. If you format it correctly, you need to ensure the website/campaign you’re linking out to is also formatted for mobile. Using some simple code you can direct visitors to the correct corresponding link.
They compiled an infographic that includes more of their findings:
Very interesting information! How many of your Internet Marketers out there are focusing towards mobile optimizing when sending your emails?