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BizReport : Email Marketing : July 08, 2015

Mobile email opens reach all-time high in UK

Mobile email opens in the U.K. have reached an all-time high, according to Movable Ink's latest analysis of millions of emails.

by Helen Leggatt

Movable Ink's analysis of more than 120 million emails during Q1 2015 found that consumers in the U.K. are engaging with mobile email more than ever before. More than 70% of emails were opened on smartphones and tablets, compared to just 29% on desktop - the highest mobile open rates since the company began reporting in 2013.

However, while mobile dominates in email opens, it drops way behind desktop computers when it comes to conversions, particularly on smartphones. Based on their analysis of 27,000 retail emails, conversions occurred more on desktop PCs (39%) and tablets (37%) than on smartphones (24%) although combined mobile far exceeds desktop. It is likely that while emails are checked on mobile devices, most prefer the larger screens of desktops and tablets when converting.

In terms of engagement, Android users are more engaged than other uses. While 51% of Android users engage with an email for 15 seconds or more, just 41% of iPhone and 36% of desktop users do so.

Furthermore, Movable Ink's research found that smartphones dominate in the mornings between the hours of midnight and 7.30am, probably due to users checking emails from their bed and while on their commute to work. Marketers should ensure that emails sent in the morning should be designed for the small screen.

"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 optimise email conversions in a landscape where consumers are constantly switching between devices," said Matthew Potter, Vice President of U.K. and EMEA for Movable Ink.

Tags: email, mobile, U.K.

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