Last year was a big “rethink” year for email, after clawing its way back into the limelight as the reigning champion of digital marketing. Mobile email penetration peaked in 2013 igniting marketers’ need to gain insight on how this growth was influencing their email programs. Inbox Marketer’s behavioural email data showed major shifts in device usage and consumption patterns, underscoring the need for new strategies in the design and development of mobile optimized email.