Email Marketing Trends [2019] - Email Interaction Across Mobile & Desktop: How Mobile Readers Interact with Email and the Unique Case of Clubhouse in Japan and the US


Hatched by Glasp

Aug 28, 2023

4 min read


Email Marketing Trends [2019] - Email Interaction Across Mobile & Desktop: How Mobile Readers Interact with Email and the Unique Case of Clubhouse in Japan and the US

In today's digital age, email marketing continues to be a powerful tool for businesses to connect with their target audience. However, with the ever-evolving landscape of technology, it's crucial for marketers to stay updated on the latest trends and consumer behaviors to ensure the effectiveness of their email campaigns. One significant aspect to consider is how readers interact with emails across different devices, particularly mobile and desktop.

Mobile devices have become an integral part of our lives, and it's no surprise that people are increasingly accessing their emails on their smartphones. According to recent data, a significant number of individuals, especially younger demographics, open emails on their mobile devices before revisiting them on desktop for a more thorough investigation. For example, 40% of people aged 18 and under always open emails on their mobiles first, while 28% of readers between 19 and 34 tend to do the same.

When it comes to mobile email client preferences, Apple's iPhone takes the lead. As of June 2018, 29% of all email opens occurred on iPhones, marking a 1% increase from the previous year. Close on its heels is Gmail, with a 27% share of email opens, also experiencing a 1% increase from 2017. These statistics highlight the significance of optimizing email campaigns for mobile devices, ensuring that they are visually appealing and user-friendly on smaller screens.

Now, let's shift our focus to a unique case that captured attention in both Japan and the US: Clubhouse. Clubhouse, a social audio platform that gained immense popularity in the US, failed to sustain the same level of interest in Japan. So, what sets these two countries apart in their reception of Clubhouse?

One factor that contributed to the success of Clubhouse in the US was the flourishing podcast culture. Before the rise of Clubhouse, podcasts had already created a platform for high-quality content produced by professionals, as well as opportunities for amateurs to share their voices and ideas. This created a fertile ground for Clubhouse to thrive, as it tapped into the existing demand for audio-based content consumption.

However, in Japan, the situation was different. While Clubhouse attempted to reach the conservative rural population, it failed to resonate with the lifestyle and preferences of the urban millennial generation. Instead, Japanese radio stations turned their attention towards podcasts as a means to connect with the younger demographic, who sought content that aligned with their interests and values.

These divergent experiences with Clubhouse in Japan and the US highlight the importance of understanding the cultural nuances and existing media landscapes when introducing a new platform or concept. It's crucial for marketers to tailor their strategies and consider the unique preferences and behaviors of their target audience in each market.

In light of these insights, here are three actionable pieces of advice for marketers looking to optimize their email marketing strategies:

  • 1. Embrace mobile optimization: With a significant portion of email opens occurring on mobile devices, it's essential to ensure that your emails are mobile-friendly. This includes using responsive design, optimizing images and text for smaller screens, and streamlining the user experience for mobile users.
  • 2. Personalize your content: As readers increasingly prioritize relevant and personalized content, it's vital to segment your email lists and tailor your messaging to specific demographics or user preferences. Leverage data and analytics to gain insights into your audience and deliver targeted content that resonates with their interests and needs.
  • 3. Stay informed and adapt: The digital landscape is constantly evolving, and consumer behaviors are continually changing. It's crucial to stay updated on the latest trends, technologies, and consumer preferences in email marketing. Regularly analyze your email campaign performance, conduct A/B testing, and adapt your strategies accordingly to maximize engagement and conversions.

In conclusion, understanding how readers interact with emails across mobile and desktop devices is key to creating effective email marketing campaigns. By optimizing for mobile, personalizing content, and staying informed about the latest trends, marketers can connect with their target audience and drive meaningful engagement. Additionally, the case of Clubhouse in Japan and the US underscores the importance of cultural context and existing media landscapes when introducing new platforms or concepts. By considering these factors, marketers can tailor their strategies to meet the unique preferences and behaviors of their target market, ultimately enhancing the success of their email marketing efforts.

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