The opening rate for email marketing on mobile phones and tablets has already reached 30%
Posted: Mon Dec 23, 2024 5:08 am
Email marketing open rates on mobile phones and tablets continue to grow, doubling year after year. In 2012, the opening rates on mobile devices doubled compared to the previous year, going from 12.18% to 25.76%, according to data from the 2nd Splio Mobile Email Marketing Open Barometer. This half-yearly study by the French multinational specialising in direct marketing for retail is carried out on a sample of 670 million emails sent in Spain from its EmailForge platform from January 2011 to December 2012.
The high penetration of mobile devices in Spain – with a fleet of over 15 million smartphones and a 14% penetration of tablets, doubling the European average –, the intensive use of these devices by Spanish users and the evolution in the advanced adaptability of emails on these devices is causing them to take over the PC space year after year. It is noteworthy that the iPad is already the third device for email openings, although it is not expected to surpass the figures recorded by smartphones.
At the rate of growth over the past two years, Splio estimates that active phone number mobile opening rates could reach 50% by the end of 2013. This is certainly relevant data for brands that invest in email marketing and that must take into account opening habits and the characteristics of each device in terms of the correct visual design of each campaign.
As for operating systems, Android and iOS dominate in Spain and have accounted for 98.03% of all email openings. It is worth noting, however, that Android has surpassed the iPhone for the first time as the leading mobile device in email openings, experiencing the greatest growth in the last 6 months.
The retail sector, outstanding students
The retail sector continues to register opening figures above the general average, reaching figures of 32.13%. These figures represented almost a third of all openings at the end of 2012. One of the readings is that the retail sector is knowing how to adapt its strategies, especially cross-channel strategies, in which email is an undisputed ally.
Pure Players, on the other hand, despite having increased their email openings on the move, need to fully adapt their processes to mobile, especially payment processes, in order to improve the mobile experience and not depend on the user arriving home and opening their computer.
The high penetration of mobile devices in Spain – with a fleet of over 15 million smartphones and a 14% penetration of tablets, doubling the European average –, the intensive use of these devices by Spanish users and the evolution in the advanced adaptability of emails on these devices is causing them to take over the PC space year after year. It is noteworthy that the iPad is already the third device for email openings, although it is not expected to surpass the figures recorded by smartphones.
At the rate of growth over the past two years, Splio estimates that active phone number mobile opening rates could reach 50% by the end of 2013. This is certainly relevant data for brands that invest in email marketing and that must take into account opening habits and the characteristics of each device in terms of the correct visual design of each campaign.
As for operating systems, Android and iOS dominate in Spain and have accounted for 98.03% of all email openings. It is worth noting, however, that Android has surpassed the iPhone for the first time as the leading mobile device in email openings, experiencing the greatest growth in the last 6 months.
The retail sector, outstanding students
The retail sector continues to register opening figures above the general average, reaching figures of 32.13%. These figures represented almost a third of all openings at the end of 2012. One of the readings is that the retail sector is knowing how to adapt its strategies, especially cross-channel strategies, in which email is an undisputed ally.
Pure Players, on the other hand, despite having increased their email openings on the move, need to fully adapt their processes to mobile, especially payment processes, in order to improve the mobile experience and not depend on the user arriving home and opening their computer.