We have written a couple of posts over the last few months about considering mobile in your email & websites. And recently a couple of reports have again highlighted this issue and that it is an area that continues to show growth.
The first report, published by knotice, and recently featured by econsultancy blog revealed that over a quarter of emails are now opened using mobile devices. Interestingly the report also breaks down the stats into different markets, and although lower in the Business to Business market at 10%, mobile consuption of email is still significant that increasingly can not be ignored.
A fact which is reinforced by the second report, published by B2B Marketing Magazine last year which suggested a growth of over 80% in emails opened on mobile devices in the 6 months to March 2011, and by our own experience of over 100% grown in mobile access to our website over the past 12 months. Our conclusion is that mobile recipients of emails can no longer be overlooked, even in the more conservative B2B markets.
Real World Consequences
So what does this mean in the real world? Firstly, mobile users should be considered when designing emails.
Secondly, you need to consider the whole experience and not just the email.
In particular, if you have links to your website from the email, make sure that these link through to pages that are mobile friendly and easily read on a small screen. As we explained in a recent post, creating a mobile version of your website need not be a complex or expensive process, especially if your website is created using WordPress.
There is one thing that is certain, use of mobile devices to access Internet content will continue to grow, and must increasingly be a factored in when considering your web marketing strategies.