Mobile Email Readership Surpasses Desktop Email Readership

Share Article

Informz releases findings from its 2013 Email Marketing Benchmark report, providing a detailed summary of email marketing metrics from over 800 associations worldwide.

News Image
The results from this report show a big shift towards mobile. It’s now more important than ever that associations create a strategy for reaching their mobile audience, ensuring engagement with those members.

Informz, Inc., a leading email service provider for the association and nonprofit industries, has released the results of their 2013 Association Email Marketing Benchmark Report. The report is the first of four quarterly benchmark reports the company will release this year, with this quarter’s results focusing on key email metrics. Findings include results such as that day of the week sent had little effect on the open and click rates of an email, and for the first time, email’s mobile readership has surpassed desktop readership.

“The Informz Benchmark Report is unique in that it offers industry-specific email marketing metrics to associations,” said Joe Tyler, CEO of Informz. “The results from this report show a big shift towards mobile. It’s now more important than ever that associations create a strategy for reaching their mobile audience, ensuring engagement with those members.”

The report from Informz includes a summary of email marketing metrics collected from over 800 large and mid-sized associations that used the Informz email marketing platform in 2012. These associations, located in the United States, Australia, New Zealand, Canada and the United Kingdom, sent over 1 billion emails in 2012.

The key findings of the report include:

  • The average email metrics for associations include a 98.15% delivery rate, 32.36% open rate, 21.08% click rate, and a .051% unsubscribe rate.
  • Day of the week again had little effect on open and click rates, but Saturday boasted a high average open rate at 40.19%.
  • 40% of emails sent were read on a mobile device. For the first time, email’s mobile readership has surpassed desktop readership by 5%.
  • While time of day didn’t report a drastic effect on opens, emails sent in the late afternoon reported the highest click rates at 19%.
  • Shorter subject lines continue to outperform lengthier subject lines. Subject lines with fewer than 10 characters saw the highest open rates at 51%.
  • For the third year, emails containing more links had higher click-thru rates.
  • 53% of emails opened were classified as read (as opposed to skimmed or just opened), meaning recipients spent 10 seconds or longer engaged with the email.

The full report is available at http://www.informz.com.

About Informz:
http://www.informz.com

Informz is a leading provider of email marketing solutions that enable associations and nonprofits to easily and cost-effectively promote their brands, stay in touch, generate and analyze data about their audiences, manage information about their constituents, and receive valuable feedback to refine future action. In addition to email marketing solutions and services, the Informz product portfolio also includes text messaging, online survey tools, online voting, event registration, and database integrations.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Lori Ely
Informz
888-371-1842 208
Email >
Follow us on
Visit website