Email on the phone-how many people read email on the phone, and why is it important?
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Email on the phone-how many people read email on the phone, and why is it important?

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Many people today read their email on the phone. This article explains how to create an email as effective on a mobile phone as on a large computer monitor.

Many people today read their email on the phone. This article explains how to create an email as effective on a mobile phone as on a large computer monitor.

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Email on the phone-how many people read email on the phone, and why is it important? Document Transcript

  • 1. Email On the Phone - How Many People Read Email onThe Phone, and Why is It Important?If youve got an active email list that youre sending to, be aware that many of them will be reading theiremail on the phone. Comm100 explains in this article how to create an email that will be as effective ona mobile phone as on a large computer monitor.The Smartphone PhenomenonWalk into any coffee shop, library, bus stop, gym... honestly walk just about anywhere and youll see themasses browsing the web and checking their email on the newest generation of cell phones.Smartphones, as theyre called, are defined as mobile phones that operate with advanced capabilitiesand operating systems, similar to that of PC functionality. These phones have internet browsers andcapabilities, and, increasingly people are completing their internet surfing and email reading on thesephones.Why is this important to my email campaign?The primary reason that the proliferation of smartphones is important to your email campaign is thatyour marketing email design (ebook - Email Design: Be Different for Different Email Service ProviderPlatforms) needs to take into account how it will display on a smartphone. This makes it even morerestrictive than it used to be to design email to the phone. Well detail the elements of email design thatyou need to keep in mind at the end of this article, after we familiarize you with the lay of the land whenit comes to smartphones.Types of SmartphonesBy the time that you read this article, the information about the most common types of smartphoneswill probably already be out of date! However, at this moment, the smartphone market looks somethinglike this (according to a 2011 study by Canalys):  Android: 48.8%  iOS: 19.1%  Symbian: 16.4%  BlackBerry: 10.5%  bada: 2.7% 1
  • 2.  Windows Phone: 1.4%  Others: 1.1%If you email a great deal, it would be worth your time to find somebody in the office with each of thesephones to see how your email displays on their various screens and resolutions. Its becoming asimportant as checking your email in various email providers.How many people use smartphones?According to a recent comscore study, you can expect up to 20% of your email list to be reading theiremail on the phone, and, if the demographic that you market to involves business professionals, thatnumber will skew even higher. Its a growing demographic, and one that youll need to cater to if youwant to optimize your email marketing platform.How does this impact my email marketing?The primary way that the emergence of smartphones will impact your email marketing campaign will beto make your design team even more frustrated! Weve already discussed how design teams canbecome frustrated with the html limitations and low graphics counts required in good email design.Imagine how your designers are going to respond to you when you tell that that, ideally, you need youremail template to still resolve on a three inch by two inch screen. It should be readable on that sizescreen, and it cant be dependent on graphics in case they dont load!The good news is that youll have a better chance of having your email read by users checking theiremail on the phone! Some studies have indicated that users checking email on the phone do it moreduring leisure time or "down time" than those who check on a laptop. For example, they check email onthe phone while waiting for public transportation or for a meeting to start. So unlike trying to stand outin an inbox that people are trying to clear, you stand of chance of being opened just to that the user hassomething to read.So, the keys to remember are that you should keep in mind that a portion of your users will viewyour email on the phone with a three inch by two inch screen. Then you can hope that youre on thelucky end of an increased open rate!Should I segment out my smartphone users and send them a different emailtemplate?Theres been some discussion of the possibility of beginning to ask users when they join your email list ifthey regularly view their email on the phone. This would be similar to asking users if they prefer toreceive their email in html or plain text, and the end result would be to send those users a 2
  • 3. different email template that was designed to resolve better on a small screen.Wed recommend against this. Firstly, its probably a segment of your list that doesnt justify the extraresources and list management to create an entirely different list for them. Secondly, even your mostavid smartphone users wont always view email on the phone. So if youre sending an email thatsdesigned for a small screen and then the user views it on a normal laptop or desktop, youve just sent ahighly non-optimized email.Rather than try to treat regular smartphone users separately, just practice good clean design and besure your email doesnt explode into a mess when viewed on a smartphone screen!Being aware that your users will view your email on the phones is becoming more and more important,and your email program will certainly suffer performance issues if you dont accommodate it. However,its still a growing segment of your list, and your main focus should continue to be on laptop and desktopusers.No matter what email marketing strategy you are taking, the first step to ensure a successful emailcampaign is to choose a reliable email sending partner. Comm100 , who provides this complimentarytutorial on email marketing, offers you powerful Email Marketing Software, which is both a great long-term and short-term solution to improving your email marketing program to a new level. For moreinformation please visit : http://emailmarketing.comm100.com/ 3