Of all of the retail emails sent, nearly half are being opened on smartphones and tablets.
According to the results of research conducted by a mobile marketing firm, Knotice, almost half of all retail advertising and promotional emails that were sent during the last two quarters of 2013 were opened using smartphones and tablets.
This represented a considerable increase over the percentage of emails opened on mobile devices before that.
During the first two quarters of 2013, these emails were being opened 43.2 percent of the time over mobile devices. This represents a 13.9 percent increase in the number of emails that are being seen as mobile marketing instead of over laptops and desktop computers. This insight helps to show advertisers how important it is to ensure that their messages and any links that are provided will be compatible with these smaller screen gadgets.
As 49.2 percent of these communications are now mobile marketing emails, it is clear that a tipping point is reached.
Mobility has now reached an important tipping point as this figure is near enough to half to say that one in every two emails will be opened using a smartphone or tablet. The study that was conducted by Knotice took millions of different retail emails into account during those two half year periods in order to come up with the data that it has recently published. Knotice is a mobile marketing unit of IgnitionOne Inc.
At the moment, the devices that are used to pen the largest number of retail emails are Apple’s iPhone and iPad. That said, it is important to note that Knotice measured the opening of an email as the successful rendering of the images in the message. As the “on” for image rendering in emails is the default setting with which all Apple products are shipped, and as “off” is the default setting for many Android devices, this could cause the natural bias to be skewed toward Apple’s devices.
Equally, though, a growing body of evidence is also showing that Apple devices lead the way when it comes to acting on mobile marketing by registering, participating, and purchasing, so it could be that these are the most relevant devices, at the moment, when it comes to m-commerce.
Yesmail Interactive has released a benchmark report that shows that consumers often access email over these devices.
An insightful benchmark report has just been released by Yesmail Interactive, which could prove to be highly useful to online mobile marketing and commerce companies who are currently – or who will be – using email to communicate with consumers.
The report showed that a tremendous percentage of consumers are using their smartphones and tablets to open emails.
It also revealed more detailed data, such as the fact that an overwhelmingly large number of brand emails are being opened specifically over devices based on Apple’s iOS. At the same time, Android devices are far behind that leader, with only 17 percent of owners opening brand emails using their devices. Windows, BlackBerry, and other device platforms are barely on the radar with a slim 1 percent.
Yesmail assembled its mobile marketing report based on an analysis of more than 5 billion emails.
The over 5 billion emails sent by Yesmail revealed the following key figures:
• Consumer service organizations such as Groupon or Yelp experience a mobile marketing email open rate of over 50 percent, which is a figure that is the highest in the industry. This suggests that this sector is performing the best in terms of optimizing their emails for smartphone and tablet users.
• One third of all consumers were deemed to be “device-agnostic” by the report. Also known as hybrid users, they use smartphones, tablets, and desktop computers equally, without preference, for viewing emails.
• 61 percent of active users either exclusively use their smartphones or tablets to open mobile marketing emails, or use their mobiles and desktops interchangeably.
• The most effective frequency of email sending is from three to seven times per week. The companies that have the greatest active subscriber percentage (21 percent) send an email at least one time every two days. When emails are sent on a daily basis, the figure plummets to 11 percent.
• Among all email opens, 49 percent occur on a smartphone or tablet.
• There is a 100 percent higher click-to-open rate on desktops when compared to smartphones and tablets, across all industries.
• Eighty two percent of all mobile marketing email opening activity occurs on Apple devices.
The insight from this report could be highly beneficial for underscoring the need for proper mobile marketing optimization for emails, and tailoring a campaign to provide consumers with the experience that they expect and prefer.
