The following chart from comScore truly is a “Data Gem”:
One additional piece of data from comScore that made quite an impression on me was this: 78% of smartphone owners used their mobile device to check email during November 2011.
A report like this certainly should cause us to test and review how the emails we send out look on mobile devices. A few of the things that we may need to analyze include:
- How does our email look on various smartphones?
- How does our email look on various tablets?
- In regards to the links within our email, are they pointing to content that is mobile-optimized?
- Is the length of text in our Subject Line or Body harming the chances that people might read or open our email?
Depending on how much email our company might send out on a monthly basis, the level of effort required to accomplish this certainly may vary. However, the bottom line is this — mobile data usage will continue to increase across all channels. Thus, buying out the time to put forth this type of effort certainly may bring us benefits.