Here’s the Info You Need to Master Mobile Email Advertising

Wed Aug 2, 2017

Rachel Cagle

Have you ever wondered why email is such an effective marketing tool? It’s because nearly 50% of the entire world (3.7 billion people) uses email, according to The Radicati Group. Not only that, there are numerous ways these users can access their email, including one medium that is nearly always on someone’s person: mobile phones. Here is what Return Path found concerning how people are reading their email in 2017.

The division of email opens is divided as such in the past year:

  • Mobile (smartphones, tablets, e-readers): 55%
  • Webmail (internet browsers, ex: Gmail): 28%
  • Desktop (laptop and desktop software, ex: Outlook): 16%

Not only is mobile significantly ahead of the pack, it is the only medium that has experienced a positive change since 2012. Over the course of five years, mobile email openings have shot up 26 percent. That’s not overly surprising though considering Strategy Analytics reports that 44 percent of the human race owns a smartphone. Webmail and desktop have dropped 9 percent and 18 percent, respectively, since 2012.

Let’s go a bit deeper with mobile. Out of the two major powerhouses of mobile (iOS and Android), iOS dominated email opens at 79 percent in the last year. However, that doesn’t mean your clients should give up on Android advertising. The study also found that iOS openings have decreased from the 85 percent it held in 2012.

The study also found that mobile clients read the most email over the weekend, with smartphones and tablets representing 60 percent of weekend opens. Additionally, mobile opens occurred the most frequently in the summer and fall. July is the most popular email reading month at 58 percent.

We live in a country with one of the highest mobile email opening rates in the world. The U.S.’s mobile opening rate is 71 percent, which, is second only to Singapore at 73 percent. So, have your clients take advantage of this opportunity!

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About Rachel Cagle

Rachel is a Brand Research Specialist at SalesFuel. She holds a Bachelors in English from The Ohio State University. She specializes in major accounts research for AdMall.

View all posts by Rachel Cagle
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