We have had quite a few discussions in this blog about how email marketing is on the decline due to advent of social media sites like Facebook and Twitter. But how is mobile web affecting this marketing channel? Research from Nielsen Company/Exact Target shows that while people might be spending less time on the email on their laptops/desktops, this is certainly not the case on mobiles. The chart on the right shows that we spend 41.6% i.e. majority of our mobile internet time checking our emails.
Also the research shows that majority of these emails pertain to our personal life and not to business. This might be because we are always connected either through emails/messaging to other people through our smart phones. The study also suggests that as social media actually complements email and increases our time on email. Twitter, Facebook all send out email notifications. Not to mention the emails we get from coupon sites like Groupon, Living social, all of which give marketers important information about our purchasing behaviour.
Email marketing could very well be getting a second lease of life. The studies also show that 50% of the online users check their email first thing in the morning @ 7a.m. It also shows that email usage is also on the rise during late night hours and even after sex…
Source: http://mashable.com/2010/08/12/mobile-email/
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