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Email Opens Tilt Further Toward Mobile

Desktop click-to-open rates are higher, but have decreased since last year

The gap between mobile and desktop click-to-open rates continues to close as more consumers get comfortable reading emails on their mobile devices, according to research from Yesmail.

Desktop vs. Mobile Click-to-Open Rate for US Marketing Emails, Q3 2014 & Q3 2015 (among emails sent by Yesmail clients)

Mobile click-to-open rates for US marketing emails sent by Yesmail clients in Q3 2015 were at 13.7%, up 1.6 percentage points compared to Q3 2014. Desktop click-to-open rates for marketing emails in Q3 2015 were at 18.0%, down 3.8 percentage points from the year before.

Furthermore, Yesmail revealed that the ratio of mobile clicks to all email clicks continues to grow. In Q3 2015, mobile clicks made up 46.7% of the total, 9 percentage points higher than Q3 2014. The share of mobile opens for US mobile marketing emails has also increased in Q3 2015, accounting for 53.5%. It made up 52.1% in Q3 2014.

Email Marketing Open Share in North America, by Device and Industry, Q2 2015 (% of total emails sent by Experian Marketing Services clients)

Separate research from Experian Marketing Services is in line with the Yesmail study. According to the Q2 2015 data, 48% of all emails sent by Experian clients were opened on desktop devices and 40% of emails were opened on mobile phones and ereaders. Some 12% were opened on tablets.

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