Understanding Mobile Email Statistics and Benchmarks

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Have your ever looked at your mobile email marketing statistics? Email marketing these days is in large part mobile marketing, people open and read their emails on their smartphones and tablets while watching TV, on the road, on vacation or even during business meetings. And this goes for both personal and commercial emails.

Expect 15 to 70% of email opens to come from a mobile device, the exact number for a brand depends on your target audience, products and email type. Your ESP gives some great insights into your mobile email stats. Some say they might turn into fully mobile Email Service Providers.

But how to benchmark your mobile email statistics and look at them? Before you can do that, we must know a bit more about the how and what. Statistics might not be that clear if you look or compare them for the first time.

If you are looking at mobile email statistics in your own campaigns, consider the following:

 

Mobile devices aren’t one thing

Smartphones and tablets are often grouped together under the term mobile devices, but the user experience and conversion rates are very different. Split them for additional insight into your subscriber base.

 

Define who a mobile email user is

SandShoes

When do we call a subscriber a mobile email user? Some of your recipients have opened an email on a mobile device for a particular brand in a particular period (like a month or half a year). Some only open on mobile, while others open on one device first and then switch platforms.

 

Open rates are skewed, and so might be your profits

Open rates are based on users that have loaded their images, there is a little tracking pixel inside your email so that it can be measured. But if someone clicked on an email, this is also an open even if they didn’t load the images. (there is no way they can click without opening)

Click-through rates on mobile devices are different and open rates can be skewed because images aren’t loaded per default. So don’t make the mistake of looking at the current behaviour of your email newsletter subscribers only. It might be the case that your email isn’t easily viewed on a smartphone with images off, this is something you should check right away!

 

Testing and send time optimization

The day and time that emails are sent also influences the mobile open and click-through rates. Maybe you want to optimize this as well so that people open your emails on their desktop computers, because they might convert easier on desktop for your brand. A particular brand’s send time can influence the opens. It is always best to pick the right KPIs for your testing and look at the ROI generated from your emails.

 

Benchmarks and reports on mobile email

And what about benchmarks and reports? Consider this when looking at those reports:

  • The figures in benchmark reports on mobile email often don’t show monthly differences, a half year’s growth can be influenced heavily by “mobile friendly” periods like holidays.
  • In benchmarks, some publishers use the total mobile open rates per campaign, while other speak of unique open rates. The total will include people that open an email more than once, so that is a very different number.
  • Email service providers who often are the publishers of these reports use the data of their own customers. The outcome is influenced by the types of customers they have and the countries these customers are in. So the stats between different reports are bound to be different too!

 

Conclusion

People are viewing their emails on mobile and that is a fact. For an individual marketer that means that they have to optimize their emails for the mobile experience. There is more to these stats that meets the eye (or iPad). So have a good look and maybe later try and do some cool stuff that involves a samurai.

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