Almost Half of Promotional Emails Opened on Mobile
August 19, 2013 -- A new benchmark report from email marketing services provider Yesmail Interactive finds consumers open almost half of all marketing emails on mobile devices (defined as smartphone or tablet usage).
The report finds that consumers prefer to interact with promotional messages on desktop computers and opines that marketers have failed to account for the shift to mobile by not optimizing emails read on a mobile device.
More than 5 billion marketing emails sent by Yesmail in Q2 2013 were analyzed for this study.
Findings:
- While 49% of all email is opened on a mobile device, the click-to-open rate (how many consumers clicked after opening an email) is significantly lower for mobile. Twice as many people click on an email after opening it on a desktop (23%) versus a mobile device (11%).
- Analysis finds 61% of consumers are now viewing email either exclusively on a mobile device or using BOTH mobile and desktop devices interchangeably.
- Yesmail statistics show that iOS (Apple) devices are consumers’ top choice for reading emails on the go, with 82% of all mobile messages opened on an Apple device. Android comes in second with 17%.
- Emails sent 3 to 7 times a week are the most effective frequency.
- Consumer services companies, such as Groupon and Yelp, have the best interaction on mobile devices, with a mobile click-to-open rate of nearly 20%. Financial services emails have the lowest click-to-open rate at 2%.
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Email Click-to-Open (CTO) by Industry |
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|
Industry |
% Mobile Opens |
CTO Desktop |
CTO Mobile |
|
B2B |
39.49% |
20.88% |
7% |
|
Consumer Services |
50.20% |
30.38% |
19% |
|
CPG |
43.51% |
28.79% |
12% |
|
Entertainment |
40.69% |
22.40% |
13% |
|
Financial Services |
51.42% |
10.78% |
2% |
|
Healthcare |
33.03% |
41.55% |
18% |
|
Hospitality/Travel |
52.59% |
20.37% |
9% |
|
Marketing/Advertising |
31.81% |
11.71% |
3% |
|
Publishing |
34.37% |
31.28% |
16% |
|
Retail/Wholesale |
48.46% |
21.05% |
11% |
|
Technology |
45.80% |
11.54% |
4% |
|
Source: Yesmail Interactive, August 2013 |
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- Based on Yesmail Q2 2013 data analysis by industry of 5 millions emails delivered and opened on all devices:
• Overall deliverability of promotional emails is 97%
• Overall click-to-open rate is 12.8%
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Marketing Email Success Indicators by Industry - All Devices |
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|
Industry |
Delivery Rate |
Bounce Rate |
Open Rate |
Unique Click Rate |
Total Click Rate |
Click-to-Open Rate |
Unsub Rate |
|
B2B |
87% |
13.3% |
17.3% |
1.6% |
2.6% |
9.0% |
0.45% |
|
Consumer Services |
98% |
2.5% |
13.2% |
2.3% |
3.2% |
17.8% |
0.02% |
|
CPG |
96% |
4.4% |
16.0% |
2.2% |
3.4% |
13.8% |
0.16% |
|
Entertainment |
97% |
3.2% |
15.3% |
1.9% |
2.8% |
12.3% |
0.04% |
|
Financial Services |
92% |
7.6% |
23.0% |
0.7% |
1.4% |
3.2% |
0.04% |
|
Healthcare |
88% |
12.5% |
19.5% |
4.3% |
6.4% |
22.2% |
0.12% |
|
Hospitality/Travel |
98% |
1.7% |
17.7% |
1.9% |
2.5% |
10.5% |
0.03% |
|
Marketing/Advertising |
90% |
10.4% |
9.0% |
0.5% |
0.8% |
5.8% |
0.08% |
|
Publishing |
96% |
3.9% |
16.3% |
2.9% |
4.4% |
18.1% |
0.03% |
|
Retail/Wholesale |
97% |
2.7% |
14.7% |
1.8% |
2.4% |
11.9% |
0.06% |
|
Technology |
97% |
2.9% |
17.9% |
0.9% |
1.4% |
5.2% |
0.11% |
|
Source: Yesmail Interactive, August 2013 |
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About: The “Yesmail’s Email Compass: The Mobile Effect” report was developed based on more than 5 billion emails sent by Yesmail Interactive in Q2 of 2013.
Source: Yesmail, Yesmail’s Email Compass: The Mobile Effect accessed August 29, 2013.
