The share of marketing emails opened on mobile devices as opposed to computers is growing rapidly, finds Knotice. In the first half of 2011, 20% of the permission-based marketing emails consumers opened were viewed on their mobile devices, up from 13% in fourth-quarter 2010.
Consumers are most likely to open emails from consumer services and entertainment companies on their mobiles (as opposed to opening them on computers). They’re least likely to open emails from business-to-business companies, healthcare, and financial services companies on their mobiles.
Although the number of mobile owners using their devices to open marketing emails is growing, consumers are more likely to click on links within marketing emails when they’re viewing them on computers than when viewing them on mobile devices.
Opening emails on mobile devices peaks in early morning and late at night. Tablet users are most likely to read email on these devices during the evening, parallel to primetime television viewing.
Source: “Mobile Email Opens Reports, First Half 2011,” November 2011, Knotice, Dave Lawson, Director of Mobile Engagement, 526 S. Main St., #705, Akron, OH 44311; 800-801-4194; info@knotice.com; www.knotice.com
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.