New study reveals a surge in the number of mobile email opens

The number of emails opened on mobile devices is on the rise, new research has shown, cementing the importance of email marketing in the mobile era.

Knotice, a direct digital marketing software company, sampled 974m emails sent across 11 industries and found 27% of emails were opened on a mobile device (smartphone, tablet) during the second half of 2011. The increase, up from 20% during the first half of 2011, is a further indicator of increasing mobile adoption, said the firm.

Additionally, the report refutes the idea that consumers are more likely to first open an email on mobile and then later return to via a desktop device with over 95% of emails opened in the retail sector on only one type of device. Of those emails opened on multiple devices, only 2% were opened on both a mobile and desktop device, said the figures.

The bi-annual report, which also analyses click-to-open (CTO) rates of permission-based email, also showed that the retail (35%) and consumer services (28%) industries have the highest mobile open rates.

However, whilst the number of email opens is on the rise, the study revealed that click activity on mobile devices lags behind the desktop experience. According to the firm, this is due to the lack of email content optimised for mobile users, which can make it difficult for recipients to take action on emails with limited functionality or viewing difficulties.

To view a full copy of the report, click here.