According to a recent study on email client usage, mobile email is expected to surpass webmail and desktop-based clients as the most popular platform of choice for viewing email. What’s more, the succession will apparently happen as early as the end of June.
In a study involving more than 90 email clients and over 130 million data points stretched out across a 6-month period, researchers found from Return Path found that webmail clients are undergoing a slow and steady decline in complete opposite to mobile views, which increased by as much as 82 percent from March 2011 to March 2012.
Mobile devices make up for 16 percent of the current market share for email clients, with a staggering 85 percent of mobile emails opened on Apple iOS devices, a sharp contrast to the 14 percent of emails opened on Android mobile phones.
Return Path even went as far as to dig in into the times mobile email readership was at its highest. The study showed a consistent spike in mobile email activity during the weekend, which is probably due to users switching to mobile devices outside workdays. Conversely, mobile usage was at its lowest during Wednesdays, when users are probably in the thick of the workweek.
Existing Enform Automailer clients of course have access to this data via their campaign console but clearly it’s important to monitor the usage data as this change is happening quickly.
The implications of these results for email marketers are of course, very serious. For who have failed to track what platforms their emails are being opened on (or don’t have the capacity to) as well as those who have ignored the benefits of optimising emails for mobile devices, they run the risk of disengagement and conversion.
With mobile users placing top priority in a superb user experience on their devices, email campaigns could have zero ROI.
If you’ve yet to optimise your emails for the mobile platform, now is the perfect time to get started. Using the built in testing and reporting functions, Enform’s Automailer software can help optimise your emails and tap into the dominant mobile platform. Contact us today to find out how you can do just that.