Mobile Marketing: A Statistical Overview

Smartphones and tablets are everywhere you look; it seems like everyone is online checking email, social media, or gaming. Portable devices make up a large part of email interactions and it is essential for marketers to consider how prevalent mobile e-mail interactions are. In fact, mobile email is so pervasive that, depending on the audience, product, or genre, it accounts for 15-70% of all email opens.

Statistics behind Mobile E-mail Usage

Certain age groups are more likely to open emails on their mobile device before a computer (if they use a computer at all). According to Adestra’s “Consumer Adoption & Usage Study”, of people between the ages of 14-18, 40% will always read emails on mobile devices first, ages 19-34 are at 29%, and ages 57-67 are at 8%. 55% of the older age range (56-67) claims to never read an email on their mobile device first, as compared to 18% in the 19-34 demographic. 55% of email is now opened on a mobile device, making mobile email more popular than desktop email clients. This is a number that has been growing – in Q1 2011, 15% of total email opens occurred on a mobile device, which grew to 65% by Q4.
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B2C emails get 57.4% more opens on mobile than B2B email, ranking 42.78% opens on mobile for B2C compared to 27.18% for B2B (DDMA “Nationale Email Benchmark 2015” (2015))
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Responsive design results in a nearly 3.3% unique clicks from mobile users, versus 2.7% for non-responsive. The first link an email also has a 30% higher rate of being clicked than in a non-responsive design.
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People’s biggest complaints with mobile email were as follows:
  • Receiving too many (44%),
  • Not relevant (37%)
  • Too small to read and interact with (32%)
  • Website and landing pages not mobile optimized (26%)
  • Not well formatted for mobile phones (21%)

Optimization and responsive design are essential; 71.6% of consumers will delete emails if they look bad on mobile.

Mobile Email by Industry

            The total mobile email and click rates have wide variance across industries.

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Aside from business products and services, the majority of emails were opened on mobile devices across all industries. At 42.96%, consumer services have the highest average of total opens; ranking at the bottom is Health Care at 20.65% and Associations at 24.95%. On mobile phones, email marketing generated 26.7% of sales compared to 23.1% on tablet and 20.9% on desktop. According to Yesmail “Email Marketing Compass: the Season of Mobile” (2015), revenue per mobile email click was 40 cents – more than double that of a desktop click.

Marketers who account for the mobile device preference in screening emails will benefit greatly; easy-to-view design and mobile-friendly layouts are more likely to be opened, viewed, and clicked.

 
 
 
 

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