A new report out from MovableInk provides fresh numbers on email marketing, especially regarding the use of mobile devices to not only open emails, but to go on and make an ecommerce transaction. The report is based on an analysis of over 1.2 billion email opens during the first quarter of 2015.
While the rise of mobile email is obvious, non-profits (presumably including political campaigns) stand out as a sore spot. Read on for the numbers, and solutions.
Among the key findings:
Email Opens by Device
- Over 50% of emails are now opened on a mobile device.
- Only 33% of emails are opened on a desktop.
Email Conversions by Device
- More email-driven conversions came from mobile devices (49%) than desktops (37%). That says a lot for the value of mobile commerce, especially mobile-friendly online contribution forms, like those provided by Anedot.
Email Opens by Time of Day
- Which device people open email on depends on the time of day:
- Smartphone users open most email between 6 am and 7 am
- Desktop users open most email between 10 am and noon (but opens remain high until about 4 pm)
- Tablet use really takes off around 7pm and remains high until 11 pm
Email Opens by Vertical
- Emails sent from apparel retailers were the most likely to be opened on a mobile device
- Emails sent from non-profits were dramatically more likely to be opened on a desktop — not a mobile device. 52% of non-profit emails were opened on a desktop.
- As the report points out, the lack of mobile opens among non-profits is most likely due to poor email design. Non-profits tend to send out large newsletter updates instead of shorter, quick updates. Those mammoth emails are harder to read on a desktop, and to be honest, less likely to be read at all.