Where are people opening their e-mails? This is a critical piece of information for all e-mail marketers today. E-mail access has changed radically over the last couple of years with the rapid emergence of mobile and of course new devices such as the iPad. Well, we have a new number 1 in where people access e-mail. And the winner is:
In a recent study completed by Litmus, www.litmus.com, a leading e-mail testing and marketing analytics company located in Cambridge, MA, the iPhone and the iPad now represent 28% of all opened e-mails. The results of this study were sourced from over 1 billion e-mail opens from Litmus’ global e-mail analytics solution. Take a look:
Even more amazing is that mobile is now the number 1 platform for opening e-mails:
And yes, Apple dominates mobile:
So for all companies using e-mail to drive business and customer satisfaction, what is your responsive design strategy to capitalize on this rapidly changing trend? Your competitors are surely looking at this opportunity with a keen eye.
Thanks to the folks at Litmus for the awesome analysis and infographics.
As mentioned yesterday, mobile access to e-mail is exploding, now accounting for nearly 33% of initial e-mail access points. Folks are on-the-go and reading their e-mails within a much different context than reading on their laptop/desktops. Walk around your office and notice how many people are heading to or in meetings with just their mobile device. If they are like me, the amount of time spent looking at an e-mail is getting shorter and shorter, while the volume of e-mails continues to escalate on a daily basis, making the right offer, at the right time to the right person a rapidly changing target.
If you are like me, your e-mail evaluation process has changed from scan, read, delete to scan, delete, read so the need to capture my attention in the headline or in the first line of the e-mail has become even more important as this is all that is visible on the screen. so not only has it become difficult for companies that I have opted into for offers, but for companies that are trying to acquire me as a customer for the first time, they must really capture my attention immediately. If not, delete for them.
One of the challenges for enterprise or company e-mail providers are the variety of capabilities that are available through each of the mobile service/technology providers. This is extremely important to understand as the ability to reach consumers B2C (mostly via the Apple IOS or Google Android platforms) is significantly different that a company that is trying to reach business customers B2B (Many businesses still use Blackberry but not sure for how long). Take a look at the following infographic for the differences across each of these platforms.
So make sure you are taking these platform differences into consideration when planning your campaigns. Thanks again to the folks at Litmus for the cool infographics. www.litmus.com
Have an awesome day.