It’s all about mobility now.
With the proliferation of mobile screens in both the business and personal environments, it was bound to have an impact on the way that people interact with e-communications.
And now we see the extent. Recently-released stats from e-mail software and analytics company Litmus in its 2019 State of Email report reveal that ~43% of all e-mails are now being opened on mobile devices.
That compares to ~39% being opened in webmail and just ~18% in desktop applications.
How this is playing out is pretty clear. People are riffling through e-mails on their mobile devices to determine what to keep and what to delete. They might come back to the saved e-mails on a different (larger) device, but the first cut is most often via mobile.
This sort of “triage” behavior is happening in the workplace as much as in personal communications. What it means is that the initial impression an e-mail leaves has to be super-effective like never before. The “from” line and the “subject” line have to work harder than ever to draw the attention of the viewer and avoid a quick consignment to the recycle bin.
Only slightly less important are the first one or two sentences of the e-mail content — particularly for those people who choose to have preview options activated.
It’s putting more emphasis than ever on “mere words” rather than photos, other images or eye-catching design. In an ironic twist, we’ve come full circle and are now back to where it all started with messages hundreds of years ago: words, words and words.
Another interesting consequence is the second look that some marketers are giving to direct mail, which — although clearly more costly than e-communications – does provide far better way to draw attention of a target audience through design and imagery instead of the quick trip to the trash bin.
The Litmus 2019 State of Email report can be downloaded here.
One thought on “The evolution of e-mail.”
Emails are more efficient and effective than ever, both on one’s phone and on a home computer. We are expected to write succinctly and answer them quickly. (Remember the three-day rule? Long gone.)
But increasing Internet cellphone usage has penalized big screen users seeking garden-variety information or shopping. Newspaper, magazine and store websites used to feature much more horizontal content and fewer distractions. Now one is forced to scroll to find anything. And cookie notifications, along with advertisements, now occupy huge portions of the screen. It’s bad enough on phones, but on a big screen at home they come at you with such size and energy, you are tempted to duck….