New Research from Knotice Shows Emails across Industries Inch Closer to Mobile Tipping Point
AKRON, Ohio, Feb. 19, 2013 /PRNewswire/ — A new report estimates the share of commercial emails opened on mobile devices will surpass 50 percent in the next six to 12 months, according to new research from data and digital messaging solutions provider Knotice.
The “Knotice Mobile Email Opens Report: 2nd Half 2012” reveals that most brands will likely see at least half of their commercial emails opened via mobile devices by the end of 2013. Currently, 41 percent of commercial emails are opened on mobile devices, up from a 27 percent mobile email open rate a year earlier.
This latest report features valuable data on the percentage of email opens occurring on mobile devices (including phones and tablets), click activity, and mobile device popularity based on a sampling of 500 million emails sent across 11 industry segments, including retail, consumer products, cable and telecommunications, and more. It also includes data from earlier Mobile Email Opens Report versions for comparative purposes as mobile adoption rates have climbed over time.
The bi-annual report offers a comprehensive look at overall mobile usage as it pertains to permission-based, commercial email, including:
- Percentages of emails opened via mobile device (overall and by unique industry segment);
- Click-to-open (CTO) rates of email (overall and by industry segment);
- Mobile email activity based on specific operating systems and devices, including smartphones and tablets;
- Email opens based on time of day;
- Email opens as the clock ticks after a send (including smartphone versus iPad/tablet usage).
Key findings include:
Mobile Email Opens Climb to 41 Percent: The number of emails opened on a mobile device (smartphone and/or tablet) during the second half of 2012 rose to 41 percent. This is a 51 percent increase over the former mobile email open rate of 36 percent from the second half of 2012. Data shows the steady, strong increase in mobile open rates continues, which underscores the importance of having a mobile-first mindset.
Consumer Services Industry Approaches the ‘Mobile Tipping Point’: Nearly half of all emails opened in the consumer services industry were opened on mobile devices during the second half of 2012. For other industry segments, the mobile tipping point is rapidly approaching and email and mobile marketers need to begin planning for a point in time when mobile users will be the majority audience.
Emails Are Not Being Viewed on Multiple Devices: If a consumer doesn’t act on the email when they open it, it is highly unlikely they will reopen that email on a different device. Knotice data found that only 0.07 percent of emails were opened again on multiple devices, down from 0.09 percent during the first half of 2012. This means that even if a compelling subject line was created and the right offer was delivered, if it the email renders poorly on a mobile device or if there isn’t a seamless optimization of the post-click experience, there is a missed opportunity with the mobile opener.
Hospitality and Consumer Services See Highest Mobile Email Open Rates: The Hospitality and Consumer Services industries have seen the highest mobile email open rates with 44 percent and 49 percent respectively.
The full report is available as a free download here.
Previous reports are available as free downloads here.
Knotice’s Good to Know Guide: Optimizing Email for Mobile is available as a free download here.
Knotice (pronounced “notice”) is a provider of data management, actionable analytics, and digital messaging solutions with offices in Seattle and headquarters in Akron, Ohio. Our on-demand marketing software and agency services help marketers maximize the ROI of their addressable digital marketing – digital communications that are addressable to an individual. With our proprietary platform, we pioneered the ability to seamlessly unite customer data, analytics and message delivery – all from a single profile-based platform. In addition to technology, Knotice provides a comprehensive offering of marketing services, including strategy and planning, agency-style creative services, custom development, analytics, advanced reporting, and business intelligence. For more information, visit: http://www.knotice.com.