Majority of Email Opens Take Place on Mobile Devices Studies Show

By | Automailer, Blog, ecommerce, Mobile, Research, Web Design, Web Store, Webpage Monitoring | No Comments

image1 (2)

Over the last year we have seen multiple studies from firms like Experian Marketing Services and Yesmail showing an interesting and important trend: the number of people opening their emails on mobile devices continues to rise, with 50 percent or more email opens occurring on the mobile platform.

As the year comes to an end, yet another study by Return Path, yields similar findings. Their research shows that in December 2013, 51 percent of email opens happened on some kind of mobile device. The study also marks the first time ever that Return Path has observed mobile email opens getting a majority of the platform share.

Most notably, the highest percentage (62 percent) of mobile email opens occurred over Christmas, likely caused by the deluge of holiday greetings and shopping transactions made by consumers. Perhaps

Similar Findings by IBM: Online Shopping


Further supporting this, IBM also reported having 48 percent of all online shopping traffic coming from mobile devices on Christmas day. Results are up by 28.3 percent compared to Christmas Day in 2012, while also surpassing the traffic share of last year’s Black Friday and Cyber Monday shopping blitzes. Mobile also accounted for 29 percent of all online sales on Christmas Day for IBM, showing a significant increase of 40 percent compared to last year.

Other noteworthy findings by IBM include a clear pattern—and a continuing trend—indicating more purchases happen on tablet devices, with browsing occurring predominantly on smartphones. IBM’s research shows smartphones account for more traffic compared to tablets, at 28.5 percent and 18.1 percent respectively, but account for only half as many sales, at 9.3 percent and 19.4 percent respectively.

More Shopping Traffic on iOS than Android


Another interesting find by IBM is how iOS devices reportedly drove more than twice as much shopping traffic, compared to Android devices on Christmas Day, at 32.6 percent versus 14.8. Return Path also showed a similar disparity, this time on the email front. The market research firm found that 86 percent of mobile opens happened on an iOS device on Christmas day—58 percent of opens occurred on an iPhone, 28 percent on an iPad.

A similar study by Movable Ink also found a major imbalance between emails opened on Android and iOS mobile devices.

More Findings

It also comes as no big surprise that Return Path found that the majority of email messages on mobile devices were opened on weekends and holidays, while emails opened on traditional desktop computers spiked during Mondays. In other words, mobile opens happened when people were away from work, and desktop opens while at work.

For Internet service providers (ISPs) and email service clients in the United States, vast increases in email opens occurred on Gmail in December, which Return Path correlated to a recent change Google made to display images, which are now enabled by default.

If anything, these findings show what we’ve been telling our clients throughout the previous year, that is, not to forget to design emails for the mobile format. Mobile email opens are no longer just a trend—they’re here to stay, and will only continue to grow.

Spamming is Legal for Australian Politicians

By | Announcements, Comment | No Comments

spam federal election Australian politicians legal

Open Season for Spam Emails in Australia as During Australia’s Federal Election.

With the recent federal election in Australia, it came with an expected onslaught of campaign messages both in your mail and electronic inbox. With email addresses not thoroughly protected under law, it’s practically open season for politicians and parties as far as sending electronic campaign messages go.

Chances are, during the campaigns you’ve received spam from the Palmer United Party, led by polarising businessman/politician Clive Palmer. The party has been busy shooting off its campaign emails everywhere, with multiple users across Australia reporting to have received messages on various .org.au, .edu.au, and .gov.au email addresses.

Even generic addresses used by several Senate committees haven’t been spared, with reports saying some addresses have gotten 3 or 4 messages daily.

spam clive palmer federal election


It’s clear that messages like this:

Men and Women of Australia:

“Australia’s debt is increasing at $3 billion every week. It’s time for a fundamental change. Our debt has gone up $30 billion in the past 10 weeks. Palmer United has a positive policy to turbo-charge the Australian economy…”


“An urgent reform of Australian food labelling was required to keep profits at home and protect local jobs, the federal leader of the Palmer United Party Clive Palmer said.

Mr. Palmer said that if elected, his part would ensure uniform food-labelling reform in Australia to promote the endeavours of local producers and boost employment.”

…are spam emails, so the question is, are these emails legal, and more importantly, just how did the Palmer United Party get a hold of so many email addresses?


The bad news, at least for recipients of these messages, is that such emails are actually legal. In fact, they’re not even recognised as spam by Australian law. The Spam Act of 2003 notes that “commercial electronic messages” are to be sent only with the recipient’s consent, and that they should identify sender and come with an unsubscribe function that stops you from receiving messages.

But a wide range of organisations are exempt from many of the act’s provisions, including  registered political parties — as well as government bodies, registered charities, as well as educational and religious organisations.

In other words, PUP is free to send you emails if they have your address. Chalk it up to the wonders of democracy.

How’d They Acquire your Emails?

It’s easier than it looks.

For starters, the federal government and states actually have access to online directories that list key persons and generic email addresses. It’s quick and easy to compile a mailing list with access to these directories.

What’s more, there’s an even easier way to put together a good list of addresses: renting or better yet, buying an existing one. Try running a search for “email lists Australia” and you’ll likely find various companies that are more than happy to fire off your messages to your desired demographic. Multiple organisations have decided to sell their email databases for the right price; the only exemption being those that have explicitly stated that they won’t share addresses.

At Enform, we like to inform our partners and clients that their email addresses are by no means a secret, nor are they truly protected. Every person and organisation you’ve ever emailed knows it and in the case of the latter, probably keeps it for “safekeeping.”