Research Shows Email Dominates Mobile Usage

May 24, 2011: Jim Larranaga, Executive Vice President

When you review the comScore info below, it’s easy to see how prevalent email usage is among mobile consumers. Devices like the iPhone and the Android operating system make it easy integrate social media and entertainment to our phones, however, the number of people using mobile for email is growing at a tremendous rate. According to this study, "in November 2010, 70.1 million mobile users (30 percent of all mobile subscribers) accessed email on their mobile." And check out the growth in daily mobile email users!

Marketers like Groupon are well aware that mobile readers are willing to act on offers and drive foot traffic to retail locations.

Now that you know how mobile your email campaigns are, why not leverage this knowledge? Here are a few tips:

  • Create a mobile-optimized version of your emails. Make it easy to read in the phone’s smaller screen.
  • Email offers that relate to mobile readers. Act as if you are Groupon to drive foot traffic to locations.
  • Encourage mobile readers to opt-in to text messaging for hot offers. Texting is growing too!
Our email marketing manager, Grant Evans has even more tips for incorporating mobile into your email strategy.

Timing is everything. Email usage peaks in the middle of the day across all time zones. That means the majority of people are sending and receiving messages from 11 AM to 2 PM. If you are trying to reach the mobile consumer, middle of the day is probably better than morning and afternoon drive-time. Consumers shouldn’t be checking their email while driving, right?

This blog post was originally published on the Priority Blog at Priority Integrated Marketing is now BlueSpire Strategic Marketing.
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