A recently-updated blog post entitled The Ultimate Mobile Email Stats from EmailMonday.com is a wealth of statistical knowledge for those of us in the email marketing game. One of the most important being this: Majority of emails opens from mobile.
Mobile represents 55% of all email opens, webmail 26%, desktop 19% – Litmus ”Email Analytics” (March 2016)
So what does this mean? You better be paying closer attention to your precious emails and how they’re viewed via mobile. Here are some other stats to back-up the idea that you may need to up your mobile game:
Optimizing for mobile had a positive impact on the results of email campaigns for 40.74% of B2B marketers and 38.46% of B2C. – flexmail “Email barometer 2015 – 2016 report Belgium” (2016)
High click-through and conversion rates
Click to open rates are 40% higher for brands that send exclusively responsive emails (14.1%) versus brands that only send non-responsive emails (10.1%). – Yesmail “Email Marketing Compass: The Season of Mobile” (2015)
After all, who doesn’t want a 40% increase in their click to open rates?!
If an email does not display correctly, 71.2% will delete it immediately. – BlueHornet “Consumer Views of Email Marketing” (2014)
The biggest turnoffs people have with mobile email are: Receiving too many (44%), Not relevant (37%), Too small to read and interact with (32%), Website and landingpages not mobile optimized (26%), Not well formatted for mobile phones (21%). – LiveClicker and The Relevancy Group “Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015)
I’ll delve a little deeper into #1 and #2 on this list in my next couple posts. However, for the present conversation, #3-5 are the most applicable. In short: make sure your emails (and video emails) are responsive and optimized for mobile. It really is pretty ultimate. To conclude, we really do agree that the majority of emails opens from mobile.
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