Mobile viewing of email up 81%According to a recently released study, Email on the Move: The Future of Mobile Messaging, by ReturnPath, users accessing email via mobile devices has increased 81%, largely at the expense of users accessing email via web browsers.
According to the study, when people read email, also influences where they read it from.
Desktop use is high during the work week, spiking mid week and then drops off dramatically on the weekend. Webmail or browser based access of email is typically highest on the weekend, the lowest on Wednesdays, and mobile access of email is shows steady usage throughout the week with a rise beginning on Thursday through Saturday, tapering off on Sunday.
How the Tablet Market will change Everything
The very definition of mobile is shifting along with the rise of the iPad and similar tablet devices. According
to the data, the iPad viewership has grown 15% between October 2010 and March of 2011, and the rise is expected to continue in the coming months. What Marketers need to think about is how this is going to change where and when consumers access email and online content.
You can’t be all things to all people: The rendering environment for email is complicated and unlikely to get less so. Finding a single design that works perfectly on every platform and every device is a fool’s errand.
What’s a smart marketer to do? Make a choice. If your audience is varied and your campaign metrics show a wide variety of devices being used, consider designing a few versions and segmenting your sends. If your metrics show a clear pattern with a few platforms taking precedence, optimize for those platforms and stop worrying about the rest.