Return Path's latest study on mobile messaging shows that email readership on mobile devices grew a staggering 81 percent between October 2010 and March 2011. This means that optimizing messages for mobile isn't something marketers can afford to ignore any longer. I've compiled a list of some of my most commonly asked questions dealing with email strategies for mobile devices:
What's the best day to send out my emails?
Return Path's research found that desktop use is the highest on Wednesdays and quickly tapers off from there. Mobile readership remains steady throughout the week and webmail sees higher opens on the weekend. The main reason for this trend is that corporate users turn to mobile devices to check for important emails throughout the day. They also do this to help stay on top of their inbox, keeping it clutter free. Therefore, if your audience is B-to-B and you're sending on the weekend, make sure your email is optimized for mobile.
What time of day is the best to send out my emails?
Plain old vanilla open rates don't cut it anymore. Marketers need to also look at clickthrough rates and how many subscribers are showing multiple opens from different devices to determine the best time to send emails. Some B-to-B marketers try to send emails in the early morning to be front and center of the subscriber when they come into work, but this paradigm has changed with people checking email throughout the day. Clickthrough and rendering data from multiple devices will give you a good indicator when your subscribers are more likely to have full attention to your messages.
Do I need to consider tablet devices?
Yes, you absolutely need to think about your email strategy around tablet devices, specifically around the iPad. The iPad has the largest market share of any tablet device and our study revealed a 15 percent growth in open rates from iPads during the time of Return Path's mobile messaging study. If you have a large number of subscribers reading your email on an iPad, make sure that your website is also compatible. If your website is primarily Flash-based, iPad readers won't be able to follow through on your call to actions, causing frustration with subscribers. Check your conversion rates for these subscribers as this may hint towards problems with your website on HTML5-enabled devices.