Half of commercial emails will be opened via mobile by year end

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KNOTICE logo.jpgThe latest bi-annual “Knotice Mobile Email Opens Report: 2nd Half 2012“, should be a warning to brands and marketers that, if emails are not optimized for mobile, they will fail to engage almost half of those emailed.

In the second half of 2012, 41% of commercial emails were opened on a smartphone or tablet, up from just 27% the previous year.

Of the 41% of commercial emails opened on a mobile device, 29% were opened on a smartphone and 12% on a tablet, an increase from 26% and 11% respectively from the first half of 2012.

As in the first half of 2012, iOS devices make up the majority of mobile email activity. Of the 29% of email viewed on smartphones, iPhones accounted for 22% compared to just 6% on Android. Meanwhile, iPads account for a whopping 11.4% of the 12.1% opened on tablets, leaving Android with just over half a percent share.

An interesting finding from the report is that consumers aren’t using multiple devices to open email. It is highly unlikely that, if a consumer doesn’t act on an email they opened on, for instance, their smartphone, that they will reopen that email on a tablet or other device.

According to Knotice, “only 0.07% of emails were opened again on multiple devices, down from 0.09% 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.”

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.