61% of brand emails opened on a mobile device

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The number of marketing emails opened on a mobile device (61%) now exceeds those opened on a desktop computer and there is a huge difference in which OS experiences the most opens.

A whopping 78.7% of all marketing message email opens occur on an iPhone, according to Movable Ink’s “U.S. Consumer Device Preference Report Q3 2013“, compared with just 20.7% on Android.

Even across all devices – including tablets, desktop and smartphones – the iPhone accounted for almost 36% of total email opens compared with 9.3% for Android.

However, Jordan Cohen, VP of marketing for Movable Ink, says he would not ignore Android in favor of iPhone. “9.3% is definitely not insignificant,” he told Direct Marketing News. “If almost one in 10 of your emails is being opened on an Android. I would certainly want to design for that platform and cater to your audience on that platform.”

Earlier this year, YesMail Interactive analyzed more than 5 billion marketing emails from Q2 2013 and found that, while almost half (49%) of all email opens were happening on a mobile device the number of consumers clicking on an email after open is just 11%, half the click-to-open rate on a desktop (23%).

According to Michael Fisher, president of Yesmail Interactive, the findings suggest marketers aren’t providing consumers with the mobile email experience they want.

“The discrepancy between click-to-open rates means many consumers are disregarding mobile emails,” said Fisher. “Brands need to implement mobile-first strategies that rely on responsive design, customized content and easily clickable calls to action. Otherwise, their messages will be deleted or go unread.”



Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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.