eBook Page 12

eBook Page 12

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22virtualROI MARKETING CHALLENGES SOLVED There was a time when mail arrived at your front door. And if you moved it could sometimes have a hard time following you. That could not be further from the truth today however. Now your mailbox follows you wherever you are from your bedroom at home via your desk at work to the farthest corners of the planet. How Because you carry it around with you on your smartphone of course. According to Pews Internet Report at the beginning of 2012 96 of Americans had a mobile phone and 44 had a smartphone while 29 were toting a tablet or eReader. The figures are not much different in other developed countries including the UK. Litmus an email analytics firm says the number of emails opened on a mobile device was growing 132 a year in the period from 2011 to 2012. This meant more email was being read on mobile devices than on traditional desktop clients or on webmail. Specifically the research found 36 of email was read on mobiles 33 on desktops and 31 on webmail clients that can be accessed from any device. This shift in emphasis to mobile is highly significant to marketers. Email delivery has changed beyond recognition due to the mobile nature of todays email audiences.