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BizReport : Email Marketing : January 24, 2011

Report: Mobile email increasing, web-based declining

Marketers, are you creating different templates for email messages based on screen size? If not, you may want to start because email is changing quickly. According to a new report from comScore, web based email usage is on the downslide while mobile-based email is increasing.

by Kristina Knight

comscore.bmpResearchers found:

• Consumers' use (in minutes) of web based email decreased by 9% from November 2009 to November 2010
• Web based email page views decreased by 15%
• Total visitors to web-based email programs decreased by 6%
• Older consumers (aged 55+) are more likely to use web based mail than younger consumers
• Gen Yers, Gen Xers and younger Boomers decreased their web based mail use by almost 50%

Meanwhile, the use of mobile based mail programs increased by more than one-third. The report indicates that 36% of consumers use mobile email at least monthly and 40% access mobile email daily.

"From PCs to mobile devices, whether its email, social media, IM or texting, consumers have many ways to communicate and can do so at any time and in any place. The decline in web-based email is a byproduct of these shifting dynamics and the increasing availability of on-demand communication options," said Mark Donovan, comScore senior vice president of mobile. "What we have seen in the smartphone era is the rapid acceleration of data consumption, which has helped drive mobile usage across multiple categories including email. In a relatively short period of time, adoption of mobile email has reached 78 percent of the smartphone population, which is very similar to the penetration of web-based email among Internet users."

For the last few years, the trend in email has been to segment based on consumers, to create shorter, more punchy copy and to use images or other content sparingly. This new report should be a reminder to marketers that images, especially, should not be over-used in email for two reasons. First, many consumers have their web-based email accounts set up to decline images. Second, many mobile email platforms don't display images in the same way that web-based programs do.

Tags: comScore, email marketing, email messages, email usage, mobile email, mobile mail, mobile marketing

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