MediaPost – Are You Ready for a Mobile Subscriber Base?
Most “mocial” (mobile/social/local) email conversations have been about the impact of social media and networks. Participants range from the misguided, who suggest that social media would kill email, to folks like yours truly, who believe that the two channels actually can support each other and make each other more relevant.
Social networks and media have had little serious impact on email marketing. The mobile aspect of the mocial trifecta, however, looks like it will have a monumental impact on our beloved channel.
First, let’s look at the trends driving mobile’s impact on email marketing:
1. Smartphone adoption: According to Nielsen research, 49.6% of the U.S. adult population now own smartphones, up from 36% a year earlier. This explosive growth is the driving force behind mobile’s impact on email.
2. PC/laptop sales: Forrester says sales of tablets (23%) will actually outpace desktop PCs (18%) and netbook/mini laptops (17%) by 2015 but trail laptops/notebooks (43%). Further, smartphones outsold PCs for the first time in Q4 2010, according to IDC.
3. Tablet sales: Gartner predicted in April 2012 that 119 million tablets would be sold in 2012, and 369 million by 2016.
4. Tablet content activities: A July 2011 study by IDG Global Solutions pegs reading emails (84%) as the second-highest activity on tablets after Web browsing (93%).
5. Platform email access: According to a June 2012 report from Litmus, mobile email opens (36%) passed desktop (33%) and Webmail opens(31%) in April. The number of mobile opens marked an 80% increase over the previous six months.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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