Where I work, we're seeing open rates on a mobile device as making up 50% of all opens. And we would not project our audience to be on the cutting edge of technology. Even if we're wrong and our subscribers are on the cutting edge, 50% is huge. Which points out an interesting opportunity for emailers.
Here's a recent screenshot from my iPhone. Now more than ever, the text that appears at the top of your email matters - even before someone opens, it's now another opportunity to entice readers to open. To be sure, this isn't entirely new - Gmail and other web-based email programs have shown you a preview for years, but in an increasingly competitive inbox, are you squandering an opportunity?
In this short sample alone, three emails simply repeat the subject line and two more have their "View this on our website," a hold-over from when lots more people had BlackBerrys which would display the HTML version instead of the Text version but then strip out all the formatting and pictures.
Even still, a short teaser above the "View as webpage" could entire BlackBerry and Text Version users more than just launching straight into the "View as webpage" as if you just naturally assume they will *want* to.
introspection technology entertainment-books and magazines sift work diet/exercise video funny cars worth repeating Christianity/church ideas and creativity bad company transit and development advertising / branding / marketing email music unclutter random entertainment-television food Google by-week 750 Starbucks 120 family #blogaday cool coffee parenting L.A. architecture entertainment-movies environment leadership Apple Seattle Christmas autism atad entertainment photos art and design weather politics by-year geography rain social identity travel Amazon home improvement Disney by-month money snow charity dream Lego how to vacation awful conference crime simplify children AT&T LOST news sports education fashion clueless improvement links no-bars-blog 2013 NASA NBC GTD fail good company nostalgia trust30 war 2014 empowerment holiday journalism legal picky power powerless quoted Cuba Lori cord-cutting focus great day inspirational radio Federal Way McDonalds Rachel Tacoma medical videoblog Boeing Wal*mart buffy conspiracy culture laundry sellout web 2015 Microsoft PLU art customer service fool review robots and drones