Consumers prefer desktops over mobile for emails: Report

New report by Yesmail looks at rise of mobile usage and marketing but finds marketers are not doing enough to optimise emails across smartphones and tablet devices

Mobile is increasingly becoming the platform of choice for consumers to interact digitally, and yet they remain twice as likely to open an email on their desktop as a smartphone or tablet, a new report claims.

According to email marketing company Yesmail’s Email marketing Compass: The Mobile effect report, nearly half of all emails opened are now happening on a mobile device, while 61 per cent of consumers are now viewing email either exclusively on a mobile device, or using both mobile and desktop devices interchangeably. Despite this, the click-to-open rate average on a desktop is 22.5 per cent, double that of click-to-open mobile, the report found.

In the B2B sector for example, click-to-open rates on desktops was 20.88 per cent, but fell to just 7 per cent on mobile devices. In hospitality/travel, click-to-open rates on desktops averaged at 20.37 per cent, but dropped to 9 per cent on mobiles devices.

The group claimed the results were indicative of how marketers continue to struggle with ways to best utilise mobile as a communications platform.

The consumer services industry proved the most successful in terms of click-to-open email rates on mobile at 19 per cent, and 66 per cent of active subscribers in this category were found to open emails either on a mobile device exclusively, or preferred hybrid viewership (desktop and mobile).

Yesmail suggested may be because the majority of marketers in the consumer services industry are based online and in an environment which encourages consumers to complete transactions on go. Alternatively, more of these marketers recognise the need to optimise for a consumer’s mobile preference.

Mobile search spending growing faster than you think
Mobile marketing budgets set to soar this year
Australian online ad spending driven by mobile

“The findings show many marketers are providing their customers with a poor mobile experience,” said Michael Fisher, president of Yesmail Interactive. “The discrepancy between click-to-open rates means many consumers are disregarding mobile emails. Brands need to implement mobile-first strategies that rely on responsive design, customised content and easily clickable calls to action. Otherwise, their messages will be deleted or go unread.”

Yesmail advertised marketers to make a point of optimising for mobile by tailoring content to the mobile context, leveraging mobile functionality, and implementing mobile email design to promote email readability and interaction.

The report was based on more than 5 billion emails sent by Yesmail Interactive during Q2, 2013.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in