This past year has revealed a trend in how recipients interact with email: More and more of them are engaging via mobile devices.
After accounting for about one third of all views last March, mobile views have been on a steady rise, finishing February 2013 at 43% of all views.
This shift in recipient patterns means that understanding how recipients interact with your mailings is more important than ever. Email remains the preferred communication channel between businesses and their customers so it’s important to make mailings as sympathetic to customers’ desires as possible. Why send them a mailing optimized for the desktop when they’re likely to read it on a mobile device?
But before you go reconfiguring all your messages, it’s important to understand just what engagement methods your subscribers are using. That’s where we can help. Reachmail’s API now features a full complement of mobile reporting tools. The OpenDetail, LinkDetail, and LinkSummary now include data on the browser vendors and a mobile/desktop designation. You’ll be able to quickly gather data on who engages via a mobile device, if particular campaigns do better in mobile devices, if specific lists contain more mobile subscribers, and more.
If you’re not an API user, take heart, these features and some great visualizations are coming shortly to the regular user interface.