Sunday, December 21st, 2014

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Return Path – Email in Motion: How Mobile is Leading the Email Revolution

Return Path - Email in Motion: How Mobile is Leading the Email Revolution

By: Return Path

I am pleased to announce our latest mobile study “Email in Motion: Mobile is Leading the Email Revolution” We decided to have a little more fun with the data this time and release the findings within an infographic rather than a full research paper.  Nothing was too surprising to me, except the fact that so many marketers still aren’t tracking how many emails are read on mobile devices, and have no mobile strategy whatsoever.  Below is a breakdown of the major findings.

Emails by Platform

The biggest finding in our data as that mobile is on track to surpass both webmail and email desktop clients for the platform of choice to view emails.  I was being conservative in my wording in the infographic by saying that mobile views will surpass webmail by end of year as the trend line indicates that it will happen as soon as the end of June.  The implications for this are huge for email marketers. For those that aren’t tracking which device their subscribers are reading their emails on, or if they’re not optimizing their emails or websites for mobile devices, they stand to lose out.  A poor user experience could mean no response, no action, or plainly put, no ROI.

Emails by Mobile Platform
Apple devices (iPads, iPhones, iPod Touches) accounted for 85% of all opens and Android mobile phones accounted for another 14% of all opens on mobile devices.  To be fair, the numbers are skewed in Apple’s favor since images in emails are displayed by default, whereas they’re not in most other mobile platforms.  Still, there’s something to be said of the fact of how many of one’s subscribers are actually viewing emails the way they are intended, and to measure if Apple users tend to respond more as a result.

Emails Read on Desktop Email Clients
Again, no surprises here and I suspect this number will change very little until a worthy competitor to Microsoft Outlook comes along or until cloud-hosted enterprise email becomes more popular.  The Microsoft Outlook family of products took the biggest piece of the pie accounting for nearly 68% of all email opens on desktop email clients.  Apple came in at a very distant second with nearly 29% of opens.  The popular open source email client, Thunderbird, only accounted for 2.6% of opens.

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