Consumers open almost half of all marketing emails on mobile devices, yet they prefer to interact with promotional messages on a computer, according to a recent report by Yesmail Interactive.

The study found that that 49% of all marketing email opens now happen on a mobile device, yet the click-to-open rate (how many consumers clicked after opening an email) is significantly lower for mobile.

Twice as many people click on an email after opening it on a desktop (23%) compared with a mobile device (11%).Below, additional key findings from the report, which was based on an analysis of 5 billion marketing emails sent by Yesmail in the second quarter of 2013.

Mobile vs. Desktop

61% of consumers now read at least some of their emails on a mobile device, and 30% read email exclusively on mobile devices. Another third are device-agnostic and use their computer and their mobile device interchangeably. This split between mobile and desktop preference varies significantly by vertical. The B2B industry’s desktop vs. mobile preference is split almost equally down the middle; hybrid viewership comprises only a minor percentage.

Mobile Click-to-Open by Industry

Consumer services companies, such as Groupon and Yelp, enjoy the best interaction on mobile devices, with a mobile click-to-open rate of nearly 20%. Financial services emails have the lowest mobile click-to-open rate at 2%.

Platform Preferences

iOS devices are consumers’ top choice for reading emails on the go, with 82% of all mobile messages opened on Apple devices. Android comes in second with 17% of mobile email opens. Blackberry, Windows Phone, and other devices combined account for less than 1% of mobile email opens.

About the research: The report was based on an analysis of 5 billion marketing emails sent by Yesmail in the second quarter of 2013.

By Ayaz Nanji | Published on August 26, 2013

http://www.marketingprofs.com/charts/2013/11489/mobile-email-benchmarks-and-trends-by-industry

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