Almost 50% Of Emails Are Opened On Mobile Devices, But Desktop Still Prevails

Consumers open nearly half of all emails on a mobile device, according to a report recently released by email marketing platform provider Yesmail Interactive. However, twice as many people click on an email after opening it on a desktop computer (23%) than a mobile device (11%).

Consumer service and financial service companies report greater than 50% mobile open rates, among the highest across all industries. Consumer services (20%) has much more success with mobile click-to-open rates compared to financial services (2%). To conduct the study, Yesmail analyzed 5 billion marketing emails sent in Q2 2013.

The study also found that people like to be informed, but not bothered too much. The databases with the highest percentage of active subscribers (21%) email at least once every other day. The number of active subscribers drops to 11% when brand emails are sent out daily.


Apple dominates the mobile email spectrum, with 82% of all mobile messages opened via an iOS device. Android is No. 2, at 17%, while other devices such as Blackberry and the Windows Phone account for the final 1%.

“The findings show that many marketers are providing their customers with a poor mobile experience,” said Michael Fisher, president of Yesmail Interactive, “The discrepancy between click-to-open rates means many consumers are disregarding mobile emails. Brands need to implement mobile-first strategies that rely on responsive design, customized content and easily clickable calls to action. Otherwise, their messages will be deleted or go unread.”

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