More Marketers Fine-​Tuning E‑mail to Mobile Consumers

E‑mail marketing continues to be an effective way to reach consumers. What’s changed is that a growing number of consumers are now looking at e‑mail on their mobile devices instead of their PCs. New research indicates that marketers can time their e‑mail blasts to reach mobile consumers when they’re most likely to make an impression.

A new report by Knotice finds that out of 155.3 million e‑mails it studied late last year, over 20% were read on a mobile device. For now, the largest percentages of e‑mail, 11.99%, were read on an iPhone. Next in line were iPads and Android phones  which each claimed 3.73% of e‑mails read on a mobile device.

The study also reveals the best time for marketers to release e‑mails which target mobile devices. Early morning is a peak time for consumers to read e‑mail on mobile devices. The second highest day part for this activity is late evening when consumers are done watching TV or completing other tasks before turning in. Consumers also show a tendency to check e‑mail via mobile phones at the end of the work day.

Data compiled by Retailemailblog shows that marketers continue to use specific days of the week to send promotional e‑mails. Most recently, e‑mail activity tends to be highest on Mondays and Fridays and lowest on Saturdays and Sundays.  Retailers also show a definite pattern when planning promotions linked to holidays. For example, last year,  e‑mail activity related to the Easter holiday grew significantly 2 weeks before the holiday. However, the single biggest spike in e‑mails occurred on the last weekday before the holiday indicating that retailers expected consumers to act quickly on last minute deals and promotions.

As consumers increase their use of mobile devices to access e‑mail, marketers may shift their strategies to ensure that their promotional efforts have the biggest impact.

[Sources: 20% of E‑mail Sent by Retailers is Opened on Mobile Device. Knotice​.com. 13 Jan. 2011. Web. 11 Feb. 2011; Season Finale: Easter 2010. Retailemailblog​.com. Web. 11 Feb. 2011; Promotional e‑mail volume. Marketingcharts​.com. 2011. Web. 11 Feb. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.