Mobile Email Checked Often - But is it Read?
A new survey by AOL and Opinion Research Corporation polled 4,025 people around the country and found 59% of them check email from a mobile device every time a new message arrives. Also, 15% consider themselves "addicted to email." But the key word here is check.
A separate study by ExactTarget released last month shows that mobile users rarely read or act on mobile emails. That survey polled 4,000 mobile phone owners and found that just 30% "strongly agree" with the statement "Mobile access to email is good for reading email." But there is some good news. The study found that 88% of users return to their laptop or desktop computer to reveiw an email after first checking it on their mobile device.
The most common mistake I see in email intended to be read on a mobile device is long links at the very top of the message. Most of the time I open an email on my Blackberry, the link is the first thing listed - usually four or five lines long. Sometimes there are several links, one after another before any text explaining what the message is about. Those get deleted immediately. Some brief text should be at the very beginning of the message so I at least know what is being offered. And if links are included, try to keep them short. Long, convoluted links on a mobile device are difficult to decipher and look downright spammy.