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BizReport : Mobile Marketing : January 14, 2011

Knotice launches mobile email opens report

A new quarterly mobile email opens report from Knotice, launched this week, promises to give mobile marketers greater insights into how many, when, and on which devices emails are being viewed.

by Helen Leggatt

KNOTICE logo.jpgAccording to Knotice, the most popular times for mobile users to check their email is first thing in the morning and last thing at night.

Over a quarter (27.6%) of emails are opened between the hours of 6am and 7am, found Knotice, and 22.7% later on in the evening at around 10pm to 11pm.

"Many professionals can relate to this mobile phone use case, and this clearly underscores the fact that many if not most mobile phone users keep their device on, and nearby, 24 hours a day," states Knotice in the report (.pdf).

Other data found in the quarterly report pertains to opens by industry, location and demographics. It reveals the iPhone dominates in terms of email interaction, despite Android's increasing market penetration and the effect of a mobile user's demographic on their mobile email open behavior.

According to Knotice, "It's critical that marketers not only track and measure mobile interactions for their own campaigns, but do so within specific customer segments, where demographics can dramatically influence results and guide when and how email campaigns should be mobile optimized."

Results are based on a sampling of 155.3 million e-mails sent across 12 industry segments in Q4 2010.

Tags: mobile device, mobile email, mobile use

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