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BtoB

Mobile email experiencing explosive growth

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New York—Email viewership on mobile devices is growing rapidly, with distinctive patterns of viewership emerging that can inform email campaign strategy, according to a new study from deliverability company Return Path. According to the company's “Email on The Move: The Future of Mobile Messaging,” there has been an 81% growth in mobile email viewership in six months between October 2010 and March 2011. Email viewership on the iPad alone has increased 15% during that period. In addition, the study found that recipients are most likely to view email on a mobile device Thursdays through Mondays. The study is based on a compilation of data from 90 Return Path clients, tracking platforms and email campaigns.
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