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BizReport : Trends & Ideas : September 26, 2013

By year end over half of emails will be opened on a mobile device

Current trends in mobile email indicate that, by year end, more email will be opened on a mobile device than on any other. Email marketers must respond to this trend and ensure all messages are optimized for mobile.

by Helen Leggatt

This August saw the number mobile email opens reach a new all-time high. Rising 24% from a year ago, mobile opens now account for 47% of market share.

In that same time period, desktop and webmail opens decreased now accounting for 32% and 21% respectively.

If the trend continues as it has throughout the last year, the number of emails opened on a mobile device could break through the halfway mark by the end of the year, according to email testing firm Litmus, reaching 53%.

What this means for email marketers is that sending out emails that are not optimized for viewing on a mobile device will soon frustrate the majority of a mailing list, rather than just a few. If you want to know more about designing email for mobile, check out Campaign Monitor's excellent design techniques advice.

In terms of clients from which mobile email opens originate, the Litmus Email Client Market Share ranking shows that, during August 2013, iPhone continued to dominate with 24% of all opens and more than half of mobile opens. Android moves from third place into fourth with 9% of overall opens and 20% of mobile.

Image via Shutterstock

Tags: email marketing, email trends, mobile client, mobile email, mobile marketing, mobile optimization

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