So as you’ve probably noticed, iOS 5 for iPhone, iPad and iPod Touch was released by Apple last week. One of major pieces of the update is the redesigned notifications centre, which after a week or so of use, is turning into a second inbox (for me at least).
As hardly a day goes by without a stat being released about how the iOS mail client is fast becoming the email client of choice for users, I’ve taken a look at how subject lines and pre-headers are displayed for users:
Email analytics service Litmus has just released a great infographic looking at email client, browser and device use over the past year. Key takeouts from the research include:
- There’s a sharp rise in users opening emails on mobile devices, particularly over the last 6 months
- Webmail has seen a drop in % share
- Outlook still sees the most email opens at 37%, followed by Hotmail (11%), Yahoo Mail (10%), iPhone (10%)
- Of Outlook’s total share, 84% still use 2000/03, rather than 07/10, which have well documented rendering issues.
- 80% of mobile opens are on an iPhone, vs 19% on Android and 1% on Blackberry.
View the full infographic on the Litmus blog.
e-Dialog recently produced an overview infographic from an email trends report commissioned earlier in 2011. There’s some useful insight into the fast moving world of mobile email usage here – and some tips on areas where we can improve campaigns to be more relevant to an increasingly mobile audience.
Find out more from the report here – Strong Signals: Mobile Email Marketing Is Connecting With Consumers
s/o to Brittany on the design!
Mobile email is the hot topic at the moment – it got a lot of discussion at both the EEC and Marketing Sherpa conferences, and hardly a week goes by without a set of blog posts and statistics getting released. comScore’s November 2010 report highlighted that over 70 million US users access email through a mobile device, and more than half of those do so on a daily basis. Other sites consistently report around 15-20% of opens being from mobile devices, with 7-10% being from the iPhone.
So the fact is that emails are increasingly been opened on mobile devices, and this presents us with a new set of challenges and opportunities.
This email from UK fashion retailer asos contains some interesting mobile innovations, but seems to fall at the last hurdle. The single message email includes a call to action to visit m.asos.com, the brand’s mobile optimised site. There’s a lot of consideration for users using a desktop – the url is included in the creative, the email links through to a landing page on asos.com about the mobile services, and there’s a great use of a mobile QR barcode – so recipients can load the mobile site by snapping a photo of the barcode on their phone.
Another clever innovation that’s handled by the website is that when the email is clicked from a desktop, a landing page about the apps is displayed within the regular asos site, but when clicking through from a mobile it loads the mobile site. However when I ‘clicked’ on the link using my iPhone, it forwards through to a mobile version of asos.com, but seems to drop the ball and throw some kind of error finding the content. Ideally this page would contain information driving to an iPhone app or welcoming me to the mobile site.
So some clever ideas here, slightly let down by a lost opportunity for those clicking through directly from a mobile.