Email Grows Ever More Mobile; Though Desktop Rates Higher, Decline is Evident

Email Grows Ever More Mobile Though Desktop Rates Higher, Decline is EvidentAre you reading your email on your mobile phone or device? We wouldn’t be surprised. More and more people are.

While the desktop open rate is still larger, that gap is shrinking as more people get comfortable reading emails on their mobile devices.

The data comes from recent research by Yesmail.

“Mobile click-to-open rates for U.S. marketing emails sent by Yesmail clients in Q3 2015 were at 13.7 percent, up 1.6 percentage points compared to Q3 2014,” according to eMarketer. “Desktop click-to-open rates for marketing emails in Q3 2015 were at 18.0 percent, down 3.8 percentage points from the year before.”

There’s definitely a clear trend, is Yesmail stats tell the story. For instance, in Q3 2015, mobile clicks made up 46.7 percent of the total — a full 9 percentage points higher than Q3 2014.

Separate research from Experian Marketing Services confirms the Yesmail findings.

“According to the Q2 2015 data, 48 percent of all emails sent by Experian clients were opened on desktop devices and 40 percent of emails were opened on mobile phones and ereaders,” notes eMarketer. “Some 12 percent were opened on tablets.”