New Research from Movable Ink Shows Mobile Email Opens Plateau During Q3 2015

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Mobile opens dip slightly after increasing two previous consecutive quarters

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For the retail apparel vertical, 67 percent of conversions happened on mobile devices. This suggests that apparel brands are improving their mobile email calls-to-action and experiences, which in turn are boosting mobile sales.

The continuous growth in mobile email opens during the first half of 2015 may be slowing down, according to new research by Movable Ink, the contextual experience engine for innovative email marketers.

Movable Ink’s quarterly U.S. Consumer Device Preference Report provides deep insights into consumers’ adoption and use of smartphones, tablets and desktop computers, and how they engage with email while using their preferred devices.

According to Movable Ink’s Q4 2014 U.S. Consumer Device Preference Report, mobile accounted for 66% of email opens. That number continued to steadily inch up throughout 2015, reaching 67% in Q1 2015 and 68% in Q2 2015. However, in Q3 2015, this upward trend stalled, and mobile email opens fell back to 67% out of a total 1.32 billion emails analyzed.

The report also broke down email opens by device (desktop, tablet, smartphone), opens by device type (iOS, Android, desktop), conversions by device, email read length by device, opens by state (desktop vs. smartphone), opens by device per day of the week, and opens by vertical (automotive, financial services, Internet services, Media/entertainment/publishing, non-profit, retail/apparel, retail/non-apparel, travel/hospitality).

“Although it experienced a slight dip this quarter, mobile maintained its foothold as the way customers prefer to open emails,” said Vivek Sharma, Co-founder and Chief Executive Officer of Movable Ink. “Desktop squeaked by again as the winner in conversions at 51 percent overall, but for the retail apparel vertical, 67 percent of conversions happened on mobile devices. This suggests that apparel brands are improving their mobile email calls-to-action and experiences, which in turn are boosting mobile sales.”

Key findings include:

  • Mobile email opens growth may be slowing. Analysis of 1.32 billion emails showed a slight 1% dip in mobile email opens in Q3 2015.
  • Only one vertical audience prefers desktop opens. In Q3, 50% of the non-profit audience opened emails on a desktop. This holdout group has continued to shrink over the past 2 years, and we expect an eventual shift to mobile.
  • Retail/Apparel customers are comfortable with mobile buying. With 67% mobile conversions (of 53,311 emails analyzed), customers in this vertical are significantly more comfortable making purchase on mobile vs. desktop.
  • Android edges out iPad in email read length. In Q3, Android tablets beat out iPad in time spent in email by device. Although fewer emails are opened on Amazon’s Kindle Fire, its users spent significantly more time reading emails.
  • Mobile opens still dominate across industries. Analysis of 1.32 billion email opens shows that most verticals continue to prefer opening email on mobile devices. The automotive vertical - previously a desktop-first group - only 39% opened on desktop, down from 42% last quarter.

The full report is available as a free download here.

About the Q3 2015 Movable Ink U.S. Consumer Device Preference Report
The U.S. Consumer Device Preference Report is based on data collected through Movable Ink’s contextual marketing platform between July 1, 2015 – September 30, 2015. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 300 brands from the retail, travel, financial, media, and telecommunication industries and account for 1.32 billion email opens across the country unless otherwise stated. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

About Movable Ink
Founded in 2010, Movable Ink pioneered the application of contextual experiences to email. Movable Ink clients can use any email service provider to deliver dynamic content that changes, in real-time, according to the context of each individual consumer. More than 300 innovative brands including The Wall Street Journal, eBay, Finish Line and Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their email campaigns to drive ROI. The company is headquartered in New York City with offices in London and San Francisco. For more information, visit http://www.movableink.com.

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Peter Moran
Indicate Media
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