I received my first Blackberry as a Christmas gift this past year. I really enjoy being able to keep in touch with my email wherever I am; and I have been gaining practical insights about mobile email ever since. Here are some of my observations as a new mobile email user:
- I much prefer shorter emails on my Blackberry and usually delete any long messages which would be easier to digest on my laptop later.
- Because I don’t have web access on my phone (it’s an additional $10/month and I already pay $80/month for my phone/text and email package) I don’t click-through on any links sent in email on my Blackberry.
- HTML email does not display on my Blackberry (perhaps because I don’t have web access on my account). As an example, I will show a spam message as it appeared on both my Blackberry and computer below:
.
On my Blackberry:
.
From:Las Vegas Vacations
Subject: Complimentary
Package to Las Vegas
____________________
kzi6i420pr6vfzx-ku>
coloursix.com/
bulcqfqthu6tyfnbxaja>
.
On my Computer:
.
… - I tend to only reply when a short reply is acceptable – and that is usually to say that I’ll get back to them later when I’m at my computer.
- I check my mobile email regularly as it comes in throughout the day.
- I delete messages regularly after viewing them, unless I know that I won’t be near a computer for a while. I don’t save any emails on my Blackberry.
According to a Pew Internet Study released today, Mobile Access to Data and Information, only 19 percent of mobile/PDA users in America have ever used their device to send or receive email; and only 8 percent of users do so on a typical day. This suggests that it will take some time before mobile email reaches critical mass.
Interestingly, the younger generation (18-29), who have been vocal about their preference for new communication technologies, use mobile devices to send and receive email more than any other age group – with 60 percent of them reporting that they do as opposed to only 14 percent of 50-64 year olds.
These observations should not dissuade email marketers from considering mobile platforms when designing email campaigns. It does suggest that it probably isn’t that big of a deal if they haven’t done so yet.
Thanks Mark. I think that mobile email will certainly be more of a factor in coming years. Like you say, it is probably already important for marketers with B2B lists (especially if their recipients are at the top of the organization.)
Perhaps the most important thing for mobile email senders to consider is the format and content of mobile email. Shorter is better. It would probably be a good idea to ask subscribers if they access email on their mobile phone so that those who do could be targeted with a mobile version of your message.
Thanks for the insights.
Half full / half empty? LOL Have to say those numbers make me think mobile is already important. 8% of mobile/PDA users use their device to send or receive email on a typical day. That’s a lot people in absolute numbers.
More critically, I think marketers need to think about mobile usage in terms of their audience. While mobile email across the whole online population is still in its infancy, selected markets (especially B2B) are already heavy mobile email users.
Plus the iPhone looks set to take mobile email to consumers, through its own sales and – more importantly – through its function as a role model for other mobile device manufacturers.