The Power of Email for Your Communication and Marketing Goals

Far from a dead channel, email use and impact continues to grow. According to a new study from Return Path, The Online Client Experience, there will be more than  3.7 billion email users in 2017.

Further, the widespread adoption of smartphones has increased the ability to access email. Mobile clients give users constant access to their emails. We can get annoyed that everyone is constantly looking at their phones. or we can embrace the opportunities that presents for us to get out our messages.

The ever-changing email landscape makes it more important than ever to understand where, when, and how subscribers are interacting with email.

Where People Are Reading Email

People read email on mobile devices: smartphones, tablets, and e-readers. The Return Path study found that mobile is the preferred method of opening email.

On average, 55 percent of email opens were made on a mobile client. So, ensuring that your messages are mobile-optimized is critically important.

Many people (28 percent in the study) still use an internet browser to open email.  Further, 16 percent of email is opened using a desktop client, such as Outlook. So, your messages need to work for those users as well.

When People Are Opening Email 

Interestingly, there is a correlation between the day of week and the environment that people use to open email. Desktop opens occur primarily during the workweek as people are situated in front of their computer.  Mobile open rates are higher at other times.

See the full report in exchange for providing Return Path with some of your contact information.