Why emails need to be optimised for mobile.

You could assume they would wait to read their email when they get to the office, not the case a recent study tells a different story - some would read emails later on a laptop, but many delete or forget about the email. 

Open rates on mobile 

Desktop represents 17% of all email opens, webmail 36% and mobile 47%. – Litmus “The 2017 Email Client Market Share” (Jan 2018)

61% of email opens occurred on mobile, 15% on desktop and 24% in a webmail client. – Adestra “Top 10 email clients” (July 2017)

About 3 in 5 consumers check their email on the go (mobile) and 75% of say they use their smartphones most often to check email. – Fluent “The Inbox report, Consumer perceptions of email” (2018)

When are people opening emails on mobiles? 

Open rates are highest late night and early morning, however, the overall volume of email opens drops around 8pm. 

Three points to remember for email marketers

  1. Mobile email will continue to grow - Some sectors more important than others, 38% of emails from retailers are opened exclusively on mobile.
  2. Not many recipients open emails on multiple devices - In over 95% of cases emails are opened on one type of device.
  3. You need to optimise the whole journey - This is not just about creating a mobile email, optimising landing pages for mobile is just as important otherwise the email will have been a waste of time.

 

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