Adopting the use of reading email on your phone is outpacing the adoption of reading email on your computer by eight times the rate, from 139 million people reading their email via mobile in 2009 to 234 million now using their phone for email use in 2010, with the iPhone and Android outperforming Blackberry and all others.

The use of mobile has changed many factors of how we anticipate and read emails. Shorter subject lines and body content are outperforming what has been typical in the past. We need to now think about the use of mobile when we develop our emails and keep our content simple and our conversion metric easily obtainable.

We also need to think about what types of emails go out when. More email is read by phone during the weekends when consumers are out and away from their computers. How should our email messages differ if we send one out during the weekend versus midweek?

Think about your prospects ‘mobile lifestyle’ and try to reach them at the most opportune time. If you know their lifestyle your message will reach them stronger at the right time.

Mobile Challenges to consider:

• Develop mobile ready websites and landing pages
• Experienced mobile resources
• Multiple operating systems/devises for optimization
• Concise messaging with short URLs
• Quantifying mobile penetration
• Qualifying mobile engagement

Related Posts:

• E-Mail Marketing: Why You Should Always Use A Double Opt-in
• Consumer-Based Email Subject Lines of the Month
• E-Mail Subject Lines of the Day
• The End of Link Building as We’ve Known and Loved it
• Mobile Marketing News: 3 Rules of Mobile Engagement

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