Smart phones have been around for a while now. I rarely walk into a meeting now that doesn’t begin with everyone switching their iPhone / Blackberry / HTC to silent and placing it in front of them, ready to bring up that email or stat at a moments notice. And with tablets quickly become mainstream, you’ve got a mobile audience that can open, click and buy anywhere.

So do you know what device you emails are being opened on?

You should. If you know how your audience is consuming your content, you can modify different aspects of you creative to take advantage of that medium. For example, if you see that lots of your recipients are using an iPhone to read your emails, you may want to consider short subjects lines. After about 30 characters, the subject gets cut off and your subscriber may not understand what you are trying to say. This is also the case for design where different button styles should be used for touch screens as opposed to mouse clicks and the length of the content.

You should be able to get this information straight out of your Email Service Providers report. If they don’t provide it as standard, ask them to implement it. You could also run a survey asking your subscribers what they use.

Thanks for reading!