Mobile is leading the way in how we are interacting with the internet. We are not only using mobile phones for taking pictures & posting status updates;the change in consumption is also happening to emails.
-88% of the people check their emails daily on their phone and by the end of 2012 more people will be reading emails on a mobile device than on a desktop or webmail. Source:Returnpath
Think about the fact that you have constant access to a computer and it is just sitting in your pocket. This impacts the frequency and the volume of consumption related to emails. Lets look at some very important statistics related to this.
-Some 70 million US consumers accessed email through a mobile device, with 43.5 million doing so on a near-daily basis. Source: Comscore
-43% of mobile email users check email four or more times per day, compared to 29% of those who do not use mobile email. Source: Merkle
-More than one-half (56%) of US consumers who have made at least one purchase using their smartphone have done so in response to a marketing message delivered via mobile email –Source: ExactTarget
-Overall, some 16% of US smartphone owners say they have complete at least one purchase as a direct result of a marketing message they received on their smartphone Source: ExactTarget
When looking at these stats one thing is clear the email consumption is happening on mobile phones, it is growing and people do buy in response to a marketing message.
Since you have access to other devices to check email you may think that if a person did not get a mobile optimized email they will just check it on their computer later on. Unfortunately, only 2.9% of the people do that. Also, 63% of Americans and 41% of Europeans either close or delete emails not optimized for mobile. When you think about email open rates in general (less than 20%), and then factor in the fact that more than half of the people who open your email will just delete it if it is not optimized for their device, this number starts looking very scary.
As the consumption on mobile devices is increasing how are you adopting your email campaigns?