Why you need to assume many people will read email on their phones now

The other day I got an email from Sky’s NOW TV team to ask me to give my feedback on their service.

After signing up a few weeks ago for the streaming video service I haven’t done anything with the account. I took a brief look and found the service rather uninspiring. I reckon it will evolve in time.

I was pretty keen to provide some feedback and at least click a few buttons on a Surveymonkey style questionnaire.

I never got to it though. The email passed me through to a desktop questionnaire site that couldn’t — from the look of it — handle mobile browsers at all well.


There’s no excuse nowadays. Folk are reading email on their mobile devices. You need to assume they will click through with their mobile browser. I clicked through when I had a spare few minutes on the train. But I certainly can’t be bothered to schedule a time to complete the survey when I am next in front of a desktop computer!

I did a tweet about this and got a confirmation back from the NOW TV social media team — it’s desktop only!

Top marks on a swift response on Twitter.

Give the team responsible for deploying the questionnaire a big kick please.


By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

2 replies on “Why you need to assume many people will read email on their phones now”

It a pate hate of mine… Although “mobile” emails opens are at about 36% which is lower than I thought it should be… Next on the pet hate list is non mobile friendly wifi login pages!

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