Event Marketers: Pay Attention to Mobile Email!
May 10
Email drives an enormous amount of visitors and registration dollars for the tradeshow industry.
That is why new data from a study by email certification and monitoring company Return Path should be a wake-up call for event marketers who are not keeping up with the skyrocketing growth of emails being read on mobile devices.
“The future of computing is mobile. Our data clearly shows the trend for email consumption: more and more people are using smartphones and tablets and moving away from PCs and desktop,” says Matt Blumberg, CEO of Return Path.
According to Return Path (click here to see infographic):
1.) 88% of people check their email via a mobile phone daily.
2.) Year-over-year (March 2011 – March 2012), email opens on mobile devices grew 82.4%, and are on track to surpass both desktop and webmail email views by midyear.
3.) As of this study, email readership on mobile accounts for nearly 30% of all opens.
4.) By the end of 2012, Return Path projects more people will be reading emails on a mobile device than on the desktop or on webmail.
5.) Time of day influences which device people read emails on, with desktop email clients being the most popular during the weekday, and webmail and mobile being more popular during the weekend.
If you want to maximize your ability to reach potential attendees, you need to evolve your email strategy for the mobile era. This starts with understanding how people are currently reading your emails.
Blumberg points to a recent study by Econsultancy* which found that nearly half of marketers “don’t know how many mobile subscribers they have.”
Which half are you in?
Do the research work here on your audience’s mobile email habits. It will be well worth the investment! Identify what you want to track. Set up the necessary tracking.
Then, optimize your emails for the mobile platform accordingly so you can deliver the best experience for subscribers.
*Email Marketing Census 2012, Econsultancy, March 2012
Posted on May 10, 2012
