1 in 2 Email Opens Said to Occur on a Mobile Device During Q2
by MarketingCharts staff
The figures do vary from one researcher to the next, but the latest email benchmark study [download page] from Experian Marketing Services indicates that fully half of email opens during Q2 occurred only on a mobile device (“mobile-only”). Notably, though, the mobile-only segment represented a smaller share of unique clicks (40%) and a far more insignificant 13% share of transactions, suggesting that while consumers will open emails on their mobile devices, they’re less comfortable using them to click on emails and complete transactions.
The Experian report segments its email data into 5 distinct segments:
Mobile-only (subscribers who only opened on a mobile device);
Desktop-only (subscribers who opened only on a desktop, typically through a client such as Outlook);
Webmail-only (subscribers who opened via a webmail service only, typically through a desktop with any free service, such as Gmail);
Mobile-combo (subscribers who opened 2 or more times, at least one of which was on a mobile device); and
Other (subscribers who opened 2 or more times, at least one of which was on webmail and at least one of which was on desktop).
The desktop-only and webmail-only segments each represented 23% of unique opens for the period, although the webmail-only segment accounted for an outsized 35% of unique clicks. When it came to transactions, webmail was easily the leader, at 48% share, followed by desktop (25%).
Interestingly, the mobile-combo segment represented a higher share of transactions (12%) than unique clicks (6%) and unique opens (3%). Indeed, subscribers who opened on 2 platforms were the most engaged, with the mobile-combo segment sporting a 31% click-to-open (CTO) rate and the “other” segment not far behind at 26%. Webmail-only subscribers had a 23% CTO rate, with desktop-only subscribers at 13% and mobile-only subscribers at 12%.