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Viewing email messages on a smartphone or tablet is quickly becoming common practice.
The number of emails opened on a mobile device (smartphone, iPad, etc.) rose 51 percent the first half of 2011 (when compared to the last quarter of 2010).
This lends further proof to the fact that smartphone adoption rates, as well as the comfort level of mobile users, are on the rise.
These findings come via the Mobile Email Opens Report by Knotice. The report provides an in-depth look at email usage on mobile devices, including percentages of mobile opens and click-to-open (CTO) rates of permission-based email.
Perhaps the most interesting finding in this report is that email recipients are not saving emails viewed on a mobile device to view later on a different device.
Only 3.09 percent of all emails were opened on both mobile device and desktop software. And of that 3.09 percent, only one-third were opened on mobile device first, then viewed on a desktop device later.
It’s likely many marketers are not optimizing their emails for mobile viewing. Even though mobile email has seen significant growth in open rates, mobile email click-through rates are far below desktop averages. This is likely due to recipients not having a good mobile experience, as they aren’t following through on the call to action.
Some other interesting insights from the report include:
1. Even though Android has a larger market penetration, Apple users check email more often on their mobile devices. Of the 20.24% of emails opened on a mobile device, 12.78% were iPhone users, 3.92% were iPad users and 3.15% were Android users. Because Apple products scale their emails, email marketers must take this resizing into consideration when designing their email campaigns.
2. There’s a lot of interesting data revealed when looking at mobile email opens by industry segment. Categories such as B2B (6.77%, up from 3.03%), Cable & Telco (20.42%, up from 12.03%), Consumer Services (30.49%, up from 15.61%) and Entertainment (21.41%, up from 7.63%) saw significant increases in mobile open rates, some with more than 100% increase in mobile opens when compared to the last quarter of 2010.
3. When looking at mobile activity over time of day, email opens occur much more frequently during the early morning and late evening hours. However, clicks from those emails remain relatively stable throughout the day. The takeaway? Even though mobile users open emails at high rates during the morning and evening hours, they are not necessarily taking action during those times.
With mobile email use rising so quickly, are you preparing your messages for a mobile audience?
If you’d like to learn more about preparing for mobile email marketing, view the slides and video from the Mass Transmit webinar “Mobile Email Marketing: Small Screen, Big Opportunity.”
Tags: Android, blackberry, email marketing, iPad, iphone, Mobile, mobile email, mobile email marketing, mobile marketing
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