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Tuesday, 12 March 2013 11:26

Optimise email for mobile, claims report

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A change in thinking may be required by email marketing professionals, as new figures outline how more than half of emails sent by brands to consumers will soon be opened on a mobile device.

That's according to the latest Mobile Email Opens Report from data management firm Knotice, cited by warc.com, which studied the rate of email opens occurring on mobile devices in the US.

While 27 per cent of emails were opened on a smartphone or tablet in the second half of 2011, this figure increases to 41 per cent a year later, with this figure expected to reach 50 per cent by the end of 2013.

In addition, 29 per cent of commercial messages were opened on a smartphone while 12 per cent were opened on a tablet; marking an increase from 21 per cent and seven per cent respectively a year earlier, adds knotice.com.

Other statistics from the report showcase how emails are most likely to be opened on mobile devices outside of work hours, during the evening or early morning, which could impact when marketers send out their communications.

However, one myth has been smashed by the report - quite simply, people don't use mobiles to filter emails with a view to visiting them later on a desktop.

"If they open it [email], they want to act on whatever call to action is presented to them at that moment. If they don't act right away, our data shows only about two per cent will reopen that email on another device." claims the report.