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Email Open Rates on Mobile Devices

Posted on 7.05.2015

More than 4 in 10 email opens are occurring on mobile devices (smartphones) in the UK according to recently released research from Movable Ink.

Seventy-one percent of total email opens in the UK during Q1 2015 took place on mobile. Smartphones were the largest contributors to the pie, with a 42 percent share.

Apple devices dominated both mobile categories, with iPhones accounting for more than one-third of all email opens and iPads nearly 30 percent. Meanwhile, Android’s overall share was below 9 percent.

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However, smartphones didn’t quite stack up when it came time to convert. Here, desktops maintained their lead, with nearly 40 percent of all UK email marketing conversions in Q1 2015 taking place on such devices. Tablets were close, at 37 percent. Smartphones trailed their larger-screen mobile counterparts by 12 percentage points.

“This report clearly shows that U.K. consumers are engaging with mobile emails more than ever,” said Matthew Potter, Vice President of U.K. and EMEA for Movable Ink. “While email marketers can use this data to better target and tailor content based on device and region, there is also an opportunity for brands to think about how to best optimize email conversions in a landscape where consumers are constantly switching between devices.”


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