Summer 2012 Key Trends: Android Gaining More of the U.S. Smartphone Market Share

napoleon-pie-smartphone-market-share-august-2012

As reported by comScore, 116.5 million people in the U.S. owned smartphones during the three months ending in August 2012. This was a 6.5% increase from May 2012, when the number of smartphone users hit 110 million. A majority of American smartphone users preferred Android-based devices in May 2012; this was true as well in August.

 

US Smartphone Market: The Share for Android and Apple Increased at the Expense of RIM, Microsoft and Symbian

According to the comScore MobiLens data, Android smartphones gained a 52.6 % market share in the U.S. by the end of August 2012. It was a prominent 1.7 % growth from 50.9 % in May. The advancing army of Android-powered phones was represented by the Samsung Galaxy series, Motorola Droid Razr, HTC One, LG Genesis and some others.

Apple smartphones gained a 34.3 % market share by the end of August 2012, a 2.4 % growth from 31.9% in May.

RIM’s BlackBerry OS continued to be the third-most-popular mobile platform in the U.S., with an 8.3 % market share. Unfortunately RIM’s share had shrunk substantially in the three months covered in the report (a 3.1 % drop from 11.4 % in May). BlackBerry’s share of the smartphone market has fallen far behind the #1 and #2 market leaders.

Microsoft’s share dropped from 4.0 % to 3.6 % by the end of August (a 0.4 % drop). The Symbian OS experienced a 0.4 % drop on the US market as well – from 1.10 % in May to 0.7 % by the end of August.

As we can clearly see from the chart below, the Android and iOS smartphone platforms grew their market share at the expense of RIM, Microsoft and Symbian OS:

top smartphone platforms May August 2012

 

Most Popular Mobile Phone Manufacturers from June-August 2012

According to the comScore data, Samsung ranked as the top device manufacturer with 25.7 % of U.S. mobile subscribers in June, July and August 2012. The #2 mobile phone brand was LG – with an 18.2 % share of the mobile market. Apple gained a 17.1 % share of mobile subscribers, followed by Motorola with 11.2 % and HTC with 6.3 %.

See the chart below which outlines the US market share of each mobile manufacturer in August 2012:

top mobile manufacturers in August 2012: Samsung, LG, Apple, Motorola, HTC

 

If your choice is Android, the leading smartphone platform, we’ve got good news for you! There is an advanced, lightweight email productivity tool available on the market: the EmailTray Android mail app.

EmailTray has a smart algorithm that will organize your mail according to sender priority and help you save extra time that you would have otherwise wasted on sorting emails in your Inbox, deleting spam messages and prioritizing the good ones. Download the free EmailTray Android mail app from Google Play and say good-bye to a cluttered Inbox, once and for all.

25 Proven Techniques to Stop Junk Mail and Correct Spam Filter Mistakes

stop junk mail

In the previous post dedicated to the email spam statistics for August 2012, we have highlighted the 7 most important tips to stop junk mail. This list of spam prevention techniques definitely has to be extended and requires a dedicated blog post, so here we go!

 

Be careful with the email addresses that you use

1. Do not use your primary email addresses when registering online. If you don’t want to have your corporate or private email address jammed with spam – do not use them when registering for online promotions, contests, giveaways, download sites, etc.

2. Use a “disposable” email address for online registrations and one-time downloads. You can always create a new email account using free email providers like Gmail, Yahoo!, or Hotmail. You don’t even need to waste time checking this email account for new messages, since you only provide the address to websites and forums as a log-in, and not to your friends or work contacts. If you are your own IT administrator, you can ask your email provider for a catchall service and then, when you signup anywhere, you can describe where you’re signing up before the  @ sign with your domain name following (example: forumname@yourdomain.com). With this method, you can just block all emails to that email address if you start getting spam for it.

3. Do not post your email address in public profiles visible by everyone. Keep from posting your email address on forums, blogs and public profiles. To automate the process, spammers use automatic programs to harvest emails, so you provide them with easy food when posting your email here and there.

If you really need to post your address, disguise it from the robots. You can choose to substitute some characters and separate them by brackets – so that your email address no longer looks like one. For example, if your email is “jack.rabbit@example.com”, write it out as “jack.rabbit [at] example [dot] com”.

4. Make your email address hard to guess. Some spam-sending programs coin email addresses using a combination of the randomly-used names and last names, and then send spam to the list of the newly created email addresses. If you don’t want to be included in such a list by accident, make sure to create an email address that is unique.

5. Be very attentive when filling out online forms. See if there are any boxes like “Send a catalogue”, “Receive monthly updates” or “Get free offers” which will often be checked by default. These check boxes are usually small or hidden. Also, read the privacy policy of the services you sign up for; you might unknowingly consent to spam being sent to you.

 

Remember the three NO’s: no opening, no clicking and no responding

6. Keep away from opening spam messages. When you open an email with graphics rendering turned on, the sender might receive an email delivery receipt which lets them know that your email address is valid. If you were using EmailTray, described below, spam messages would appear in the lower priority Inboxes where graphics rendering is automatically shut off.

7. Do not follow the links in a spam email. Such links might include malware which might result in identity theft. Even if you believe an email is legit, hover over the link with your cursor first to verify that the URL you’re being sent to is also legit.

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Email Spam Rates in August 2012. How Do They Stack against the Previous Year Stats?

According to Symantec.Cloud data updated on a monthly basis, March and April 2012 were the lowest months for spam attacks within the last 12 months. As we can see from the chart below, May 2012 showed a rising trend and email spam reached a whopping 72.89% rate in August 2012. It is interesting that the spam rate in August 2011 was almost the same:  75.9%.

email spam statistics August 2011 - August 2012

 

Most Spammed Countries in August 2012

As stated in the Symantec Intelligence Report issued in August 2012, the highest volume of spam was detected in the electronic mail of Saudi Arabian users: 83.3% of all their mail was spam. Norway comes next in the list, with the rate of 78.1%. Chinese users received 77.6% of spam messages; Oman email users experienced a 77.3% spam rate and Brazil users – a 76.7% spam rate.

If we compare these figures to the Symantec’s email spam statistics dated August 2011, we’ll see the following:

Saudi Arabia – 84.8%
China – 81.6%
Italy – 81.3%
Russian Federation – 81.1%
Sweden – 78.8%.

As we see, email users from Saudi Arabia and China suffer from spam more often than the rest of the world.

 

Global Spam Categories in August 2012

In August 2012, the most common category of spam was related to Sex or Dating, with a 42.51% share among all spam messages. Pharmacy-related messages took second place in the list – with the 32.61% share. The Watches category evened out the top-three list of the most popular spam categories, with a 8.55% share.  View the chart below to see how the other spam categories are represented in the list:

global spam categories, august 2012

If we compare a Symantec’s Intelligence report issued in August 2012 to the same report issued in August 2011, we’ll see that the top three spam categories haven’t changed (Sex/Dating, Pharmaceutical and Watches), however Jobs and Software-related spam popped up this year:

spam categories compared August 2011--2012

 

How to Stop Email Spam

This topic deserves a standalone blog post, so we’ll highlight the most important points only:

  1. Do not give away your primary email address when registering online. Use a secondary or special address for registrations.
  2. Unless you are a salesperson, don’t include your email address in the public profiles visible by everyone.
  3. Choose an email address which is difficult to guess.
  4. Never respond to spam emails such as by asking to unsubscribe – this will confirm your email address validity rather than unsubscribe you.
  5. Use a spam filter on your computer or in your corporate network.
  6. Use the “Report spam” option within your email client so that you never receive emails from this sender again.
  7. Update your anti-viral software on a regular basis.

We never stop saying that you should also try EmailTray – not only because this is our offspring project, but also because it is a really smart email client offering powerful email prioritizing features. With EmailTray, you will be focused on good mail rather than junk mail, so go ahead and download EmailTray for Windows, or grab your smart email app for Android at GooglePlay!

Happy emailing!

Summer 2012: Email Phishing Trends Heat Up

Phishing has, unfortunately, become a part of our everyday life, whether we like it or not. Cyber attacks have become more refined and changed their modus operandi – they have now gone mobile and social. According to the yearly Norton Cybercrime Report issued in September 2012, cybercrime has been enjoying exponential growth within the last year and the direct costs associated with global consumer cybercrime at US reached $110 billion over the past twelve months.

 

The Calm before the Storm: A Spike of Email Phishing Activity in August 2012

According to the monthly periodical Symantec.Cloud data, global email phishing rates stayed calm during the spring and most of the summer of 2012: 0.21% of all mail was detected as phishing in April, June and July; this rate was a bit lower in March and May (0.20% and 0.18% respectively). However August 2012 showed a spike in phishing activity and accounted for 0.32% of phish emails, or one in 312 messages analyzed.

See below a chart based on the Symantec data which traces the rising trend:

email phishing rates in summer 2012

 

Most Attacked Countries

Month by month, the Netherlands remained the most attacked country in terms of email phishing attacks, and July 2012 was not an exception. According to the Symantec Intelligence Report, as of July 2012, one in 94.4 emails (1.06%) was identified as phishing in the Netherlands. South Africa was the second-most targeted country, with one in 171.2 emails (0.58%) identified as a phishing attack.

Phishing levels for the US reached one in 995.5 (0.1%) and one in 244.9 (0.41%) for Canada. In Germany the phishing level was one in 1,091.0 (0.09%); Denmark accounted for a 0.14% phishing rate (one in 719.6 emails). In Australia, phishing activity accounted for one in 752.1 emails (0.13%) and one in 2,241.4 in Hong Kong (0.04%). For Japan it was one in 7,448.8 (0.01%) and one in 3,450.6 for Singapore (0.03%). In Brazil one in 786.2 emails was blocked as phishing (0.13%).

email phishing rate by country July 2012, Symantec data

 

Organizations Spoofed in Phishing Attacks, by Industry

In July 2012, Information Services, Banking and E-Commerce were the most targeted industries among the organizations spoofed in phishing attacks: these industries accounted for 36.29%, 32.99% and 27.99% of all victimized companies respectively.

The other industries, from the most popular to the least popular, go as follows: Telecommunications (1.4%), Communications (0.46%), Retail (0.44%), Government (0.37%), Insurance (0.02%), Retail Trade (0.014%), Security (0.011%) and ISP (0.002%).

organizations spoofed by phishing attacks in July 2012, Symantec data

Do you find your industry in the list? Take preventive measures before cyber criminals tarnish your reputation. Use SSL certificates for your websites, assess your websites for vulnerabilities on a regular basis, ensure a strong password policy in your company and ask your employees to follow 5 simple rules of cyber security. Also, remember to install EmailTray as your smart anti-phishing email client on your PCs and Android devices. Then you can enjoy emailing which is free from spam and email phishing!

INFOGRAPHIC: An Email’s Road to Heaven a.k.a. Inbox

Whether you send a single innocent email message or blast a spam-like email to thousands of recipients – your message will have to go through a number of obstacles. Here are four checkpoints any email has to pass successfully in order to land in the recipient’s Inbox:

Sender’s Email Software >> Sender’s ISP / Webmail Provider >> Recipient’s Email Server >> Recipient’s Email Software.

The chart below illustrates an email’s road to the recipient’s Inbox, step by step. It shows the obstacles the message undergoes at the sender’s ISP checkpoint (attachment size check and email sending frequency check), a thorny way through the recipient’s email server (attachment check once again; sender IP check against the current blacklists; virus/ spamware/ malware check), and the spam / virus check on the recipient’s computer.

emails road to inbox preview

 

Point #1: Sender’s Email Software

Once you hit the Send button in your email client or Webmail interface, your message starts its journey. Make sure you type the recipient’s email address correctly so the message will have a route to follow. Don’t leave the Subject field empty – this may trigger spam filters on the recipient’s side.

 

Point #2: Sender’s ISP or Webmail Provider

Once your message reaches your ISP or Webmail provider, it may suffer the risk of being blocked. One of the reasons can be attachment size exceeding the recommended limit, or using a file format restricted by your Internet Service Provider or Webmail provider. Your message can also be blocked if you have sent too many messages today, so make sure to contact your ISP and learn their limits before you start a serious email campaign.

 

Point #3: Recipient’s Email Server

On the recipient’s email server, your message may undergo a repeat attachment check. Attachment restriction rules may vary from provider to provider, so be sure to abide by the rules of both. Apart from the attachment check, sender IP may also be checked against the current blacklists. Besides, your message may be checked for viruses and malware and may be rejected if any suspicious links or attachments are detected.

 

Point #4: Recipient’s Email Software

This is where spam filters and anti-virus software work hard on the recipient’s side. As a result, a great many emails are being sifted and yours may land in the Spambox. It’s a well-known fact that spam filters often make mistakes and trap legitimate messages.  If you don’t want important mail to be mistakenly killed by spam filters – use and recommend EmailTray, a standalone email client with powerful email prioritizing features.

 

You can feel free to post the chart on your website using the code below:

<a href="http://www.emailtray.com/blog/emails-road-to-heaven-aka-inbox/"><img title="Chart: Emails Road to Heaven aka Inbox " src=" http://www.emailtray.com/blog/wp-content/uploads/2012/09/emails-road-to-heaven-inbox-preview.jpg" alt="Chart: Emails Road to Heaven aka Inbox " width="601" height="384" /></a>
<a href="http://www.emailtray.com">EmailTray, Free Email Prioritizing Software for Windows</a>

3 Secrets Of The Real Email Jedi

Today we have a short but valuable list of advice. Follow them and you will email like a real Jedi and you will stop wasting time digging into tons of emails flooding your inbox.

  1. Be quick. Distant communication makes it impossible to understand your intonation or your facial expression. The only way to show your competence and expertise is to answer quickly and professionally. Make it your rule and answer all important business emails as fast as possible.

    The EmailTray email client for Windows and Android smartphones will keep all important emails front and center in your life, while relegating unimportant emails like newsletters to secondary and tertiary inboxes. EmailTray uses special smart algorithm to understand the importance of the messages in your inbox and to sort them to the special Top Priority, Low Priority, and No Priority folders. When you have your messages sorted according to their importance you won’t need to waste time separating the most important messages from the routine ones. The EmailTray email client for Windows and Androids does this for you.

  2. Be concise. Remember that nowadays everybody has their inboxes full of new messages. Value the time of your recipients and make your replies as short as possible. Modern email etiquette allows skipping the amenities and moving to the point immediately.

    This rule is also true for the signature you add to your emails. Keep the signature in your replies and forwards short enough to make it possible to recognize you. Use the EmailTray email client to automatically add your full signature to your new email messages and a shortened one to the replies and forwards. Your recipients will thank you for this.

  3. Be always available. A lot of email messages are time sensitive. A lot of email messages lose their actuality if not read in time. Use your mobile device to be always available via email.

    Install the EmailTray email client app for Android on your Android-based device and get all the benefits of the smartest desktop email client in your pocket. The EmailTray email client will immediately notify you about new important messages and rescue good emails caught by the spam filter by a mistake. EmailTray uses the Push command that lets you get new emails immediately and enables you to apply the first rule of the real email Jedi without interrupting your other activities.

Tablet Wars 2011-2012: iPads vs. Android Tablets. Facts and Forecasts.

chess tablet wars 2011 2012

Media tablets have become a fast-growing market with great opportunities. In just a few years, tablets have entered our lives and redefined our attitude towards mobile communication and networking, gaming, online shopping and office productivity.

There are currently two leading operating systems fighting for leadership of the global tablet market: iOS represented by Apple’s iPad devices and Android represented by a variety of vendors (Samsung, Amazon, Asus and others). Let’s see how they have been stacking against each other from early 2011 through the first half of 2012.

 

Q1 2011:

Apple Tablets Ruled the Game with a 65.7% Global Market Share; Android Took 34%

At the beginning of 2011, Apple products accounted for 65.7% of the global tablet market, while Android-based media tablets saw a collective market share of 34.0% (stats provided by IDC).

 

Q2 2011:

Apple Represented 68.3% of the Global Tablet Market; Android Slipped to 26.8%

As stated in IDC’s Press Release, worldwide media tablet shipments in the second quarter of 2011 were driven by continued demand for Apple’s iPad 2, which saw shipments reach 9.3 million units, representing a 68.3% share of the worldwide market. RIM’s PlayBook, introduced in the second quarter of 2011, took a 4.9% share of the market and made the Android-based media tablets slip to a 26.8% market share, down from 34.0% the previous quarter.

 

Q3 2011:

iPads Represented 61.5% of the Market; Android Took 23%

According to the IDC report, Apple continued to drive worldwide media tablet shipments in Q3 2011. The company shipped 11.1 million units in 3Q 2011, up from 9.3 million units in Q2 2011. That represents a 61.5% worldwide market share (down from 68.3% in Q2 2011).

HP both entered and exited the market in Q3 of 2011 with its $99 TouchPad product based on the Microsoft WebOS. The company shipped 903,354 units to grab a 5% share of the worldwide market, number three behind Samsung’s 5.6% market share (Android based). Barnes & Noble shipped 805,458 units of the Nook Color to achieve the number  four spot with a 4.5% market share. ASUS rounded out the top five with a 4% share. As a result, the cumulative share of the Android-based devices slipped to 23% in Q3 2011.

 

Q4 2011:

Apple Suffered a Slip to 54.7%; Amazon’s Kindle Fire Heated Up the Game and Pushed  Up Android to the 25.9% Mark

In Q4 2012, IDC reported that Apple suffered a market share loss mostly because of Android’s gain and Apple took only 54.7% of the global tablet market share. The reason was the swift introduction and rising popularity of Kindle Fire, a cheap $199 tablet offered by Amazon that gained a 16.8% market share. Samsung grew its market share from 5.5% in Q3 to 5.8% in Q4. RIM’s BlackBerry PlayBook saw its market share drop from 1.1% to 0.7%. WebOS, which controlled 5% of the market in Q3 2011 because of the HP TouchPad, dropped to zero % in Q4.

As a result, in Q4 2011 the cumulative share of the Android-based devices reached 25.9% which came at the expense of Blackberry, iOS, and webOS devices.

 

Q1 2012:

iPads Regained 68% of the Global Tablet Market

As IDC reported in another Press Release, Apple shipped 11.8 million iPads during Q1 2012 and grew its worldwide share to 68%, as opposed to 54.7% in the last quarter of 2011. Amazon’s Kindle Fire saw its share decline significantly in the first quarter to just over 4% from 16.8% in the previous quarter, falling to third place as a result. Samsung took advantage of Amazon’s weakness to regain the number two position.

 

Q2 2012:

Apple Tablet Devices Reached Nearly 70% of the Market Share

As reported by IDC and IHS iSuppli, Apple shipped 17 million iPads during Q2 2012 and covered 69.6% of the tablet market. Samsung experienced exceptional growth, and landed in second place with 9.2% share on 2.3 million tablet shipments. Amazon (Kindle Fire) and Asus took the third and fourth spots with 4.2% and 2.8% share, respectively.

Note: The shipments of the Google/ASUS co-branded Nexus 7 aren’t reflected in these totals, as that product officially began shipping into the channel in the third quarter of 2012.

 

Forecasts and Predictions on the Tablet Market for 2012-2016

See below the IDC global tablet forecast predicting that the dominance of iOS devices will lessen from 2012-2016 because of the popularity of Android-based devices:

IDC tablet market forecast 2012 2016

As you see, Android is not going to give up, and we’ll keep an eye on the tablet market for you. If you are an Android fan and want to be productive with your email flow, try out the EmailTray email app for Android. Apart from being a lightweight email app with a user-friendly interface, it provides an intelligent email prioritizing feature that lets you focus on important mail and eliminates information overload.

10 Tips To Make Your Email Signature Beautiful And Effective

email signature

It’s easy to give advice on how to make your signatures effective and beautiful (and below you will find our tips). But anyone who has tried to use automatic signatures in Outlook or Gmail knows it’s rather hard to implement. Keeping this in mind, the EmailTray development division has created a smart email client for Windows and Android that is great in email sorting and notifying, protects you from spam and phishing, and also lets you use automated signatures easily. Use the EmailTray email client for Windows to create and use different signatures for your replies and forwarded emails as well as for newly composed emails. EmailTray will add them automatically.

  1. The first advice is to use different signatures for newly composed letters and for replies and forwarded emails. It’s better to keep your signature as short as possible: two or three lines with a maximum of 80 characters per line (most email clients have a maximum width of 80 characters, so limit the length to avoid unsightly wrapping). Use the full signature for a new message to tell your recipient who you are, and a short one with your replies.
  2. Make sure to include your name, your company, your position and how to get in touch with you.
  3. Add personal Skype, IM, home phone, etc. ONLY if you really want to be contacted via them. Do include relevant corporate Twitter, Facebook and Google+ profile URLs.
  4. Never use random quotes in your business emails. They may be good and funny for your friends and family, but you risk offending business associates with whom you don’t have a personal relationship.
  5. Carefully use logos or other images. If you do use one, make it small and make it fit in aesthetically with the rest of the signature. Remember that most email clients store images as attachments or block them by default so think twice about whether you really need any.
  6. With certain types of recipients, be careful of sending messages with HTML formatting because you’ll likely have problems with images and divider lines when the message is rendered in their email clients. With such people, it’s better to keep your signature as plain text.
  7. Separate your signature from the message body with a line of —–, ======, or _______ or just a few spaces. This will visually separate your signature from your email.
  8. Never include a legal disclaimer unless you are required to do so. If you do, keep it as short as possible.
  9. Avoid including a line that your message was checked for viruses.
  10. Remember that not every email user knows what a vCard is, so use one in your signature only if you tend to mail IT professionals. Recommend to your friends and colleagues that they use the EmailTray email client so they will always have a senders’ photo and info without having to also send a vCard.

_______
Aliona Vozna, the EmailTray Evangelist
www.emailtray.com

Smartphone Penetration in 2012: U.S. Market Share, Operating Systems and User Behavior

A mobile phone is no longer a means of making and receiving calls only. The SMS and MMS features, calendar, calculator, alarm clock, a built-in photo camera and many other features have extended the ways we use a mobile phone nowadays. Having a smartphone now practically means having a computer in your pocket. With a smartphone, you can make calls, check your mail, browse your favorite websites and make online purchases, view weather forecasts and track your favorite sport teams, play games, edit and share documents online and so much more. There is no wonder that more than half of U.S. mobile subscribers now own smartphones.

 

A Rapid Growth of the U.S. Smartphone Market from 2007-2012

According to this comScore Data Mine report, 9 million Americans owned a smartphone in July 2007 – representing just 4 percent of the entire mobile market. By May 2012, this figure reached as many as 110 million users! See below how fast the smartphone market has been growing within the last 5 years:

smartphones penetration 2007-2012

To understand what share smartphones occupy on the overall mobile phone market, let’s refer to the Nielsen Mobile Netstats: during Q2 2012 smartphone penetration continued to grow, with 54.9 percent of U.S. mobile subscribers owning smartphones as of June 2012.

 

Operating Systems Popular on the U.S. Smartphone Market

As reported by the comScore Data Mine, Android now captures the majority share of the U.S. smartphone market. Google Android’s share of the smartphone market eclipsed 50 percent in February 2012, an increase of 17 percentage points since February 2011. Apple ranked second with 30.2 percent of the smartphone market (up 5 percentage points versus a year before), followed by RIM at 13.4 percent, Microsoft at 3.9 percent and Symbian at 1.5 percent.

smartphone platform share 2012

 

Do U.S. Mobile Users Prefer Browsers or Apps?

It’s an interesting question, and comScore’s Mobile ® Metrix 2.0 gives the answer: apps account for 4 in every 5 US mobile media minutes. On Facebook, 80 percent of the time spent was via app usage compared to 20 percent via browser. Twitter accounted for an even higher percentage of time spent with apps at 96.5 percent of all Twitter use minutes. As we know, there are bazillions of Twitter and Facebook apps which allow you to schedule your status updates, track your Twitter performance and more.

The chart below demonstrates the method used to access various Internet properties by mobile users – from Google sites to Facebook, Twitter, ESPN and many others:

smartphone access method 2012

As we see from the reports above, most smartphone users prefer the Android platform and rave about mobile apps – most obviously because they are sexy-looking, fast and are focused on specific tasks. The good news is that the EmailTray email app for Android has these characteristics and gives you access to your mail in a convenient way. The EmailTray Android app provides an intelligent email prioritizing feature which lets you focus on important mail and eliminates information overload.

If your choice is the Kindle Fire tablet – you are not left out in the cold: EmailTray developers have prepared a Kindle Fire mail app for you, too. Download the EmailTray mail app for Kindle Fire, and enjoy your mailing experience!

How To Reach Your Targeted Audience When They Are Mobile

email on mobile device

Today 16% of all email messages are opened on mobile devices like smartphones or tablets.  Successful email marketers should follow not only these 20 tips for successful email newsletter delivery, but adapt to the new reading environments. All modern email newsletters should be optimized for mobile email clients.

People who read their email on mobile devices usually do this early in the morning, while they are at lunch or in the evening. This knowledge is important for you as an email marketer because you need to understand how and when you will be reaching your target audience. For example, if you send text emails that should be read carefully, it is better to send them when your recipients are more likely to be using their desktops. If you send lighter content that can be scanned and acted on quickly or that otherwise takes advantage of mobile features, aim for those times when users are out and about.

Remember that, when using their mobile devices, your subscribers will behave differently than when they use their desktops. It may be hard to purchase something from the smartphone. The aim of your email messages may be to call the readers to add your product to a wish list, to save and use a promo-code or to get more information about your company. It may also make sense to engage mobile-specific capabilities. For example, you might offer a 10 percent off coupon for checking in on Foursquare or to Facebook Place… something that can be easily done via a mobile phone.

It’s very important to test how the content of your landing pages renders on mobile devices. Remember that Adobe Flash video is absolutely OK for Android-based smartphones, but will not work with iOS. The success of your email marketing campaigns depends on the possibility for your readers to immediately follow your call to action.

Low download speeds and the rather small screens of mobile devices make mobile email readers impatient. Keep this in mind and give your users the most interesting and engaging content. Not having an email preview in the mobile email clients decreases the chances of your emails being read. Your best way to cause the recipient to read your message is to intrigue him or her with a great subject line and the “From” field, explaining who is the author of the email.

You should also remember that most of your recipients will use their mobile email clients to perform “triage” to decide what emails to delete and what to save for further reading on the desktops. Your email newsletter will have just one chance to impress, so use all possible tactics to make your recipients read it and take the desired action, either now or, at least, later on their desktops.

Consider asking your subscribers to install EmailTray – a smart email client for Windows and Android smartphones – to be sure they always receive your emails. The EmailTray email client saves all good messages that might otherwise get trapped in the Spam folder by mistake and it specifically notifies users about important emails as opposed to “Low Priority” and “No Priority” emails.