Email on Mobile Devices

[FirstPageResults]

MailChimp recently did some research into email usage on mobile phones and released a 20 page paper for free. If you are doing any kind of email marketing, than this is well worth a read:

http://mailchimp.com/resources/guides/html/email-on-mobile-devices/

Some interesting points I picked out:

Emails Everywhere

Good morning! 72% of the people we tested read their emails in bed. Most people use their phones as an alarm clock, so the common morning action is to turn off the alarm and hit the email icon. Often readers haven’t even turned on the lights yet and are still cozy under blankets while reading your emails.

Filtering

Almost all of participants interviewed reported a behavior we call filtering. Some readers savor every word of a newsletter right on their mobile device if they have time. If they don’t, they either mark the email as unread and go back to it, save it in their inbox to read on their desktop, place it in a to-do folder, or most likely delete the email.

Style Links and Calls to Action

Consider using thumb-friendly buttons for your ‘Read more,” ‘Buy now,” and social-media links. As Fitt’s Law (http://en.wikipedia.org/wiki/Fitts’s_law) suggests, increasing the size of an interaction target decreases the time and effort required to reach it. Big buttons are not only more visible on a mobile screen, they’re also easier to interact with. When asked to compare two newsletters, we observed that readers more easily notice icons and buttons instead of links as calls to action, especially if a small font is used (figure18).

 

[Rhythm]

Thank you for sharing.

 

[Cooper Mills DomainLawyer]

Thanks for sharing the link - MailChimp has a great service. It will be interesting to read their report.

 

[Blue Wren]

Great find. Look forward to reading this on my mobile device.

Thank you