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Marissa Mayer Hints at One Way Yahoo Could Fix Email

February 13, 2013
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At the Goldman Sachs Technology and Internet Conference, Yahoo CEO Marissa Mayer is proving an engaging speaker. Turning to the audience, she asked, "How many of you have read an email on your phone and marked it unread so you could read it on your PC later?" A lot of hands went up. Mayer raised hers, too. That's an obvious example of a problem with mobile email that needs to get fixed. And Mayer has consistently said email is one of the core products Yahoo is going to focus on....


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Here's a huge stat that hasn't been getting much attention lately: nearly half of all marketing emails are now being read on mobile devices. This is a really important trend, so I'll repeat it in a different way. When you send your next email campaign, more customers will read it on smartphones than in a web browser (gmail, yahoo, hotmail, etc.). Which begs the question: are your emails optimized for opens, reads and click-throughs from all these mobile users? Mobile open rates have grown 300% since 2010 (and show no sign of slowing). Now is the time to start seriously optimizing for mobile.


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