By Alicia Fiorletta, Senior Editor
As more consumers use smartphones and tablets, it is inevitable that mobile email open rates also increase. For some, it is quicker and more hassle free to quickly sift through emails and delete them on a more compact screen.
In Q4 2014, mobile emails accounted for approximately 67% of all open rates, according to new research from Movable Ink. By the end of Q1 2015, smartphones and tablets have accounted for 67.03% of all email opens.
Remember in our email marketing best practices feature, where we noted that there was a significant gap between mobile email opens and conversions? Well, according to Movable Ink’s analysis of more than 50,000 emails, we have reached a mobile email conversion tipping point.
Advertisement
Although desktops still make up 36.7% of all email conversions, iPhones now are accounting for 31%, followed by Android users (18.2%). This stat, in and of itself, is extremely interesting. The folks at Movable Ink argued that the separation could be due to overall market share, but last time we checked, there were more Android devices than iOS devices. In the case of this research, though, email opens also were significantly higher on iPhones (41.29%) than on Android devices (6.57%). So that’s definitely an interesting point the email marketers out there need to consider: Are there any design or messaging nuances that iPhone users are more receptive to?
The Movable Ink research also has some interesting insights regarding heavy smartphone usage versus desktop usage. Increasingly, more consumers are leaning towards their smartphones to open emails. Only 10 stats slightly favor desktops, while key states such as Texas, California and Florida, use their smartphones heavily.
Want to learn more about this research and then make sure your email marketing practices are up to par? Download the full report from Movable Ink and then check out our email best practices feature!
