Recently, Taylor Morrison sent an all-hands email to its employees nationwide at 10:30 a.m. Pacific time—right in the middle of the workday.
The email was important to the company, which was seeking ideas for ways to distribute its annual holiday philanthropy fund, says Jaclyn Rygg, senior communications manager at the home building company. Nearly 68% of staffers—including those at their desks—opened the email on their handheld devices.
“When we send things late at night, we expect mobile [readership], because people are at home making dinner, and they’re curious when they see email come though anyway, so they check it,” Rygg says. “But during standard business hours for all of our time zones, that’s a pretty high read rate on mobile.”
Even organizations whose employees are chained to their desks can expect a high email readership rate on mobile these days. They peek at their smartphones between meetings, clean up the inbox over lunch or check out the latest happenings after glancing at the weather app.