49% of email opens happen on a mobile device, says Yesmail Interactive [download page] in a new study examining more than 5 billion emails it sent during Q2. But while mobile opens become increasingly widespread, interaction levels on mobile devices lag comparable rates on desktops by a considerable margin. In fact, across 11 industries analyzed, the click-to-open (CTO) rate for emails opened on desktops was roughly double the rate for those opened on mobile devices (22.6% vs. 11.1%).
The gap was particularly high for the financial services (10.8% desktop; 2% mobile), marketing and advertising (11.7% desktop; 3% mobile), B2B (21% desktop; 7% mobile), and technology (11.5% desktop; 4% mobile) verticals. By contrast, the consumer services industry saw more similar rates (30.4% desktop; 19% mobile). Healthcare marketers enjoyed the highest desktop CTO rate (41.6%), and were narrowly edged out for the highest mobile CTO rate (18%).
The gap in rates suggests that “marketers are missing an opportunity to effectively engage with customers who interact on a mobile device,” according to the researchers.
Looking at email viewership preferences by industry, healthcare saw the largest share (52%) of users relying solely on desktops for opening emails, with B2B (49%) next. Interestingly, B2B had the highest share of mobile-only users (48%), with only 3% classified as hybrid users (viewing emails on both desktop and mobile interchangeably without a commitment to one over the other).
Overall, roughly one-third of users could be classified as “hybrid.” That indicates that a significant pool of consumers are device-agnostic, choosing convenience over device preference for email responses.
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