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Mobile Email Marketing Open Rates Hit All Time High


A report by Knotice has shown that the proportion of email opened on mobile devices hit 41% in the second quarter of 2012. Of the 41%, smartphones make up 29% of the total and tablets make up the remaining 12%. And good old traditional desktop makes up the outstanding 58.92%, but for how long can desktop hold the open rate crown?

These are massive figures when you see that mobile email marketing open rates have jumped from 36% in the first half of 2012, and even more so when you see this has increased from 13% in 2010.

Within the 29% opened on smartphones, Apple’s iPhone accounted for 22% compared to just 6% on Google’s Android system. No surprises there.

It’s time for businesses to step up and get their emails mobile optimised. Its 2013, I hear you cry, aren’t all business emails mobile optimised already? Not so.

A survey from Nielson found that 69% of UK smartphone owners used their device to check emails in the last 30 days. Only texting was more popular at 92%, surfing the web came in at 66% and the social networking at 63%.

Surely these figures should give lacklustre companies a bit of nudge in the right direction.

BUT, a study completed by eConsultancy into marketing budgets for 2013, found only 36% of businesses plan to invest in mobile optimising email this year. This is behind mobile apps, mobile search and QR codes.

If we look at the Knotice report in further detail, the business sectors that achieve the highest mobile open rates are consumer services (50%), hospitality (44%), and telecommunications (40%). All of these sectors have seen their mobile open rate increase from the first half of 2012. The only way is up, baby.

As mobile email marketing open rates on desktops are historically higher, there is a common theory that consumers open the email again on a desktop, after browsing the email on a mobile device. However, Knotice’s report shows that a meagre 2% of messages are opened again on a desktop. Again another reason to get those emails mobile optimised. It’s the future.

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