iPhone is the Clear Leader in Mobile E-mail Opens

According to Knotice, a digital marketing communications company, the iPhone clearly dominates the field when it comes to e-mail opens. The company notes this and other findings in its recently published “Mobile Email Opens Report,” which it will publish quarterly going forward.

Overall, mobile devices had an open rate of 13.36 percent, according to Knotice. The iPhone led the way with 8.74 percent, followed by the iPad with 2.00 percent, Android devices with 1.92 percent, Windows mobile devices with 0.31 percent, Palm devices with 0.25 percent and BlackBerry devices with 0.15 percent.

“The data suggests the level of email interaction from Android devices isn’t tracking with its overall market penetration,” notes Knotice. “The very low email interaction rate for BlackBerry devices, surprising considering their market share and legions of enterprise users, may be a result of the default text-only email rendering BlackBerry is known for. Like traditional email open reporting, mobile opens are recorded when images are downloaded, so viewing text-only email may mask the true interaction levels.”

Desktops have an e-mail open rate of 86.64 percent, with Windows desktops leading the way with 70.27 percent, followed by Mac desktops with 16.19 percent and Linux desktops with 0.18 percent.

When broken down by industry, retail leads the way with 20.08 percent of the industry’s mobile e-mails opened. Financial services followed with 19.38 percent of its e-mails opened, while consumer service had a 15.61 percent open rate.

The industry with the lowest e-mail open rate was B2B with 3.03 percent.

Knotice also examined e-mails sent by two distinct high-end brands managed by the same company. Both brands are upscale and offer “lifestyle consumer goods and home furnishings.” One was identified as “Family,” since it targets professional, style-conscious parents with younger children. The other was identified as “Metro,” since it targets younger and pre-family consumers in a more metropolitan setting.

While the “Metro” brand saw 32.38 percent of its mobile e-mails opened, the “Family” brand saw just 22.07 percent opened.

“It’s critical that marketers not only track and measure mobile interactions for their own campaigns, but do so within specific customer segments, where demographics can dramatically influence results and guide when and how email campaigns should be mobile optimized,” recommends Knotice.

The report also highlights that mobile e-mail opens peak in the early-morning hours, particularly at 7 a.m. and 6 a.m. Mobile e-mail opens dip during working hours and see another peak late at night around 10-11 p.m.

Illinois, Georgia, New Jersey, Louisiana, New York and California were among the states that had the highest rates of mobile e-mail opens.

Source:

http://www.knotice.com/reports/Knotice_Mobile_Email_Opens_Report_Q42010.pdf