Want to Maximize Readership of Attendee Emails? ‘Mobilize’ Them

Are you reading more emails on your mobile devices? More and more people are. Just look around at your colleagues, friends and attendees at your show, or for now take a look at this new data from a January 20, 2011 comScore, Inc. press release.

In the three-month average period ending November 2010, 70.1 million people, 30 percent of all mobile subscribers in the U.S., used their mobile device to access email. This is a 36 percent year-over-year increase. Perhaps even more important is the 40 percent year-over-year spike in the “almost every day” data point, with 43.5 million mobile users engaging in mobile email viewing on a “near daily basis.”

Yes, to be sure, mobile email usage is higher in certain age demos than others. According to the comScore data, the highest age segment was 25-34, followed by 18-24, but the trend line is up across the board. All age segments showed a double-digit percentage increase year-over-year.

“In a relatively short period of time, adoption of mobile email has reached 78 percent of the smartphone population, which is very similar to the penetration of web-based email among Internet users. These findings demonstrate just how quickly channel shifts can occur and why it’s now essential for media brands to have a strong presence in both arenas,” said Mark Donovan, senior vice president of mobile at comScore.

Considering the importance of email in the attendee acquisition process for most shows, embracing your audience’s changing media habits here and mobilizing your emails should be a worthwhile tactic for you.

Posted on February 10, 2011