Mobile Tipping Point for Email
How do your email list recipients consume your content? On a desktop computer or through their mobile devices (e.g. smartphones)? A new report from Knotice revelas that emails opened on mobile evices are actually on pace to surpass PC opens by the end of 2013.
The “Knotice Mobile Email Opens Report: 2nd Half 2012” reveals that most brands will likely see at least half of their commercial emails opened via mobile devices by the end of this year (2013). Currently, 41 percent of commercial emails are opened on mobile devices, up from a 27 percent mobile email open rate a year earlier.
Key findings from the Knotice report include:
- The number of emails opened on a mobile device (smartphone and/or tablet) during the second half of 2012 rose to 41 percent. This is a 51 percent increase over the former mobile email open rate of 36 percent from the second half of 2012.
- Nearly half of all emails opened in the consumer services industry were opened on mobile devices during the second half of 2012.
- Only 0.07 percent of emails were opened again on multiple devices, down from 0.09 percent during the first half of 2012. This means that even if a compelling subject line was created and the right offer was delivered, if it the email renders poorly on a mobile device or if there isn’t a seamless optimization of the post-click experience, there is a missed opportunity with the mobile opener.
- The Hospitality and Consumer Services industries have seen the highest mobile email open rates with 44 percent and 49 percent respectively.