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!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in