How many times during your day do you say, “Time to check my Email?”
Even though Social Media currently gets a lot of attention, email messages still maintain a powerful communication presence. There is plenty of research to indicate the dominating usage of this internationally preferred connection.
In fact, According to Why You Shouldn’t Abandon Email Marketing for Social Media,
- Email has almost 4 times as many accounts as Facebook and 9.6 times more than Twitter.
- Daily email activity on surpasses that of the social networks, with email averaging 64.8 updates per day compared to .08 updates per day on Facebook and .47 on Twitter.
- Email is the preferred method of communication by 74% of all online adults. With the rapid penetration of smart phones, an increasing number of people check email messages from their phones.
Check My Email – Home or Mobile?
When asking “where do I check my email most often—home or on-the-go?” the answer is most likely “both!”
The following statistics show that smartphone users keep their email accounts active while on-the-go:
- 82% of smartphone users check and send email with their devices
- 29% of smartphone users check email throughout the day
- 63% of mobile email users check the account a minimum of once a day.
56% of US Consumers who made at least one purchase using their smartphone have done so in response to a marketing message delivered via mobile email. (Source: Mobile email stats)
Mobile Email Challenges
While it is evident that mobile users are active on email, there are challenges. 80% of consumers are frustrated, and find that reading marketing email on a smartphone is more difficult than on a PC. Other challenges users encounter with their mobile email experience:
- Having to scroll across a page to read all the information
- Too much text
- Images don’t render properly
- Spam issues/getting email communications delivered. Here’s a list of spam words that might be helpful.
Consumers are looking for these types of messages:
- Special offers
- Real-time delivery tracking
- Promos & vouchers
The Solution: Mobile-Friendly Email Communication
Combine the power of both channels. A well-executed email campaign that is optimized for mobile will enhance the customer experience. Here are some mobile email marketing tips to keep in mind:
- The subject line should not be an after-thought, but is the most critical element of an email campaign. It’s the factor that determines if your email is opened and read.
- Make sure email communications are easily read on a smartphone.
- Avoid lengthy text, leverage outline format – gazer-friendly is the goal.
- Write content tailored to a mobile experience.
- Ensure images load properly. Use this infographic for reference if you experience email rendering issues: Why email designs break-infographic.
- Test before sending.
How often do you check your email? How would you describe your mobile email experience?