The growth in mobile web access and the implications for mobile optimised web design is now well-known, but what about the implications for email marketers and email design?
Some new research by Pure360 Missing a moving target: Mobile device opens and click through rates summarised in this infographic reviews the impact across different sectors.
Litmus also have some great research on the popularity of accessing email over mobile - see their research at the end of this post.
For me, this data point from the infographic had the biggest impact, how does your mobile unique click to open rate compare?
28% of Emails are Opened on mobile devices...
but only 10% lead to clicks.
This research is based on detailed analysis of over 35,000 different emails sent by over 119 companies in 23 sectors.
The Litmus data on mobile email opens shows the growth in mobile email platforms through time - it is now the major platform for open in their breakdown:
It's also worth checking out the excellent Litmus Email Client Share statistics which give another way of seeing the importance of mobile email today with Mail on iPhone, iPad and Android all within the top 5.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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