A new report by Return Path shows a steady shift happening in email, with 4 in 10 emails now being opened on a mobile device, signifying a 300 percent rise over the past 2 years alone.
Moreover, the report shows that the 38 percent of emails opened in the United States on mobile devices now eclipses the share of email opens done through a traditional browser-based webmail account (31 percent) and desktop-based email clients (also 31 percent).
Industry-related Emails Matter
The Return Path report also indicates that certain industries have a higher incidence of emails opened in mobile devices than others have. For instance, emails involving the retail, consumer product and real estate industries account for a 40 percent, 38 percent and 38 percent share of mobile-opened emails respectively.
On the other hand, 60 percent of banking-related emails were shown to be opened on desktop-based clients, seemingly suggesting that web users deem desktops as more conducive for productivity and security.
Apple iOS Devices Take Lion’s Share for Opens
As far as which mobile devices are used most for opening emails, Apple takes the top spot, accounting for 85 percent of all mobile opens. Not surprisingly, the iPhone is king in this arena, with 59 percent of opens happening on the device, and 26 percent on the iPad, the latter seeing an 8 percent rise compared to the last year.
In comparison, Android devices occupy a fairly low share of 14 percent, despite seeing a 3 percent increase compared to last year.
Emails Opened Across Multiple Devices
The study however, also shows that emails are still opened across multiple devices every day. In the United States, 79 percent use email on a desktop on a daily basis, while 73 percent check their emails daily on mobile devices. The latter figure surpasses the mobile email habits of other countries, with France and the UK both following at 62 percent, Germany at 60 percent, and Brazil and Australia both at 57 percent.
Click Activity Low on Mobile Devices
Despite the significant increase of mobile opens, click activity is still healthier on desktops. The study shows that mobile phones only account for 19.4 percent of clicks, while tablets account for 11.5 percent of clicks. Both pale in comparison to desktops, which account for 69.1 percent of clicks.
Enform believes that now more than ever is the best time to consider creating email newsletters specifically formatted for mobile devices. Even if mobile email click rates are currently low, we think that figure will eventually rise, just as email opens on mobiles have.