Mobile Email Benchmarks Vary by Industry - eMarketer

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Mobile Email Benchmarks Vary by Industry

Click rates still tilt toward the desktop across the board

September 3, 2015

The common wisdom may be that just about all email is now opened on mobile devices—but depending on your industry, that may be far from the case. And when it comes to click rates, the picture is different again.

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

North American data from Experian Marketing Services for Q2 2015 showed that overall, 48% of all emails sent by Experian clients were opened on the desktop, while 40% were opened on mobile phones or ereaders, and 12% on tablets.

But variation was significant. In the business products and services industry, for example, 73% of emails were still opened on the desktop—and the tablet open share was just half the average. Publishers, media and entertainment companies and travel firms all had slightly higher-than-average open shares on the desktop, while publishers and travel firms reported clearly lower-than-average open shares on mobile phones.

The picture changed again when Experian Marketing Services reported on click shares—which is key for email marketers.

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

On average, 62% of clicks happened on the desktop—14 percentage points ahead of the desktop share of opens. Mobile phones, meanwhile, got just 30% of clicks, as opposed to 40% of opens. For every single industry, the desktop was the biggest source of email clicks.

For B2Bs, a whopping 81% of clicks still came from the desktop. Business products and services firms reported a mobile phone click share less than half the overall average, at 13%.

Publishers and consumers products and services firms also had higher-than-average click shares on the desktop, and lower-than-average shares, along with travel firms, on mobile phones.

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