Direct digital marketing software and services provider, Knotice, has announced the release of its mobile email marketing report with data from the last half of 2011.
The document, entitled “Mobile Email Opens Report”, includes research and information about the percentage of opened emails that occurred on smartphones, tablets, and other mobile devices, as well as the click activity from within those messages, and the overall device popularity across eleven different industry segments, such as consumer products, retail, cable and telecommunications, and others.
Knotice creates its report twice per year in order to provide a comprehensive analysis of the overall email usage over mobile devices, including the percentage that were opened using a smartphone or tablet, and the permission-based email click-to-open (CTO) rates. CTO is a form of measure of the email user’s action once he or she has opened the message.
The Knotice report included the following:
• The specific mobile devices that were used
• The specific mobile operating systems that were used (such as iPhone, Android, and iPad)
• Industry segment specific details
• The time of day that email opens occurred and a comparison of those results in terms of tablets and smartphones
• Usage of mobile devices based on geography (by state)
• An email opens and click-through rate comparison of smartphones versus tablet use, with a breakdown of the volume activity by time of day.
Among the reports key findings were the following:
• There has been an increase of mobile email opens by 36 percent. Comparatively, the mobile email opens had increased by 27 percent in the first half of 2011, when 20 percent of the emails were opened. This demonstrates a solid increase in the rate at which emails are being opened over mobile devices and provides additional evidence that mobile adoption is rapidly growing.
• As of yet, inbox triage is not occurring. In the retail sector, more than 95 percent of the email opens came from a single type of device. Among those opened over multiple devices, there were only 2.39 percent that were accessed on both a desktop and a mobile device. This data goes against the belief that consumers will tend to open an email over their mobile device first, but will then open it again later on using a desktop computer.
• Retail and consumer service industry sectors were the most successful users of mobile email marketing in terms of open rates.