Here is a quick summary of some of the more important and/or interesting news stories on email marketing to cross the transom this week:
Mobile Email is a Repetitive Redundancy (via Return Path)
Return Path published a study that finds more people are opening email on mobile devices (37%) than either webmail (30%) or desktop email clients (33%). That represents a 300% increase in mobile email opens since 2010. It used to be that we talked about mobile email as if it were different from email, but it’s time to change our thinking. Email is mobile, just as much as it is web or client-based. If you do not yet know what percentage of your email opens are on mobile, find out now. If your engagement metrics are not where you would like them to be, your first question is, “Am I not doing enough to make my messages mobile-friendly?”
Newsletters For The Win (via eMarketer)
eMarketer published the results of a study that revealed more companies use email newsletters (89%) than any other type of email message. If you’re among the newsletter-loving marketing departments, you may find yourself cheering for your victory. Not so fast. You could interpret these results to mean that the newsletter is a proven format and must therefore be effective. But you could also conclude that 9 out of 10 companies are using the exact same format and many are raising the bar on your subscribers’ expectations. Or you could conclude that with so many newsletters flying around, there have to be thousands of brands totally chundering them and giving your newsletters a bad name in the process. All of which is to say that data without context is just numbers. The safest conclusion is (usually) that you should try to improve your own email marketing with each message.
Inbox Zero? 1 in 10 Would Find Inbox 9999 an Improvement (via Technology Guide)
A study by a software company offers up the rather grim finding that 1 in 10 people whose jobs require them to be at a computer have over 10,000 messages in their inboxes. That’s a pretty staggering figure, and the fact that the study was published during the same week as No Email Day (12/12) is likely no coincidence. Our subscribers have a love/hate relationship with email. They can’t live with it; they can’t live without it; there’s something irresistible-ish about it. Empathizing with their perspective will help you create emails that are more targeted, relevant, respectful and ultimately more successful. Don’t worry if you forget – I’ll keep talking about it here I’m sure.
For more email news and advice from around the web, follow @RealMagnet on Twitter.