In an epic battle between whether consumers will open email on mobile or their desktop, mobile seems to be edging toward victory. According to recent findings in the Return Path global bi-annual mobile email report, 37 percent of people now open email on mobile devices as opposed to the 30 percent opening through webmail in a browser. Mobile is showing no signs of mercy, having increased more than 300 percent since 2010 and with four of out 10 emails now being read on mobile devices.
Unsurprisingly, the greatest share of mobile usage comes from the consumer product (40 percent), retail (40 percent) and real estate (38 percent) industries. However, the study notes that the type of information being read does have an impact on open rates for mobile devices. For example, a significant amount of banking emails (60 percent) are still opened on desktops.
With mobile emails pulling ahead in the “opens” war, it’s more important than ever that marketers ensure their email marketing campaigns are optimized for both desktop and mobile viewing. Mobile emails have twice as many click-through conversions than social or search, however email users still make the majority of their online purchases through a desktop. This only further reinforces that while users may be viewing emails from their phone, they are still accessing and acting on them from their desktop or laptop, so your emails need to look good on any platform.
If your company’s email marketing campaign isn’t what it could and should be, contact Marketing RELEVANCE.