New Movable Ink Research Shows UK Smartphone Email Opens Recover in Q3 2015 from Previous Dip

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Mobile email opens peak despite third consecutive quarter tablet open rate decline

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While mobile opens are increasing, the decline in mobile conversions highlights a continued need and opportunity for marketers to invest time and resources into creating better experiences that entice customers to buy after the initial click.

Despite a dip in Q2 2015, mobile email opens in the U.K. reached their highest in Q3, accounting for 73% of 124 million emails analyzed by Movable Ink, the contextual experience engine for innovative marketers. This is compared to 69% in Q2 and 71% in Q1. However, email opens from tablets continued to decline, dropping 3% over the past 12 months.

Movable Ink’s quarterly UK Consumer Device Preference Report provides deep insights into how U.K. consumers access and engage with emails across smartphones, tablets and desktop computers.

Mobile opens continue to dominate, but mobile conversions (smartphone and tablet) are in decline. While they still outnumber desktop conversions, mobile conversions in the UK dropped 2% to 57% from Q2 to Q3. Smartphones specifically have dropped a total of 6% in email conversions during 2015 having started the year with 25% of conversions and ending Q3 with only 19% of email conversions.

“Marketers have a very short window of opportunity to keep customers engaged as they quickly open and scan emails on mobile devices,” said Matthew Potter, Vice President of U.K. and EMEA for Movable Ink. “While mobile opens are increasing, the decline in mobile conversions highlights a continued need and opportunity for marketers to invest time and resources into creating better experiences that entice customers to buy after the initial click.”

Key findings in the U.K. include:

  • Mobile opens are at their highest. Mobile devices (smartphones and tablets) accounted for 73% of all email opens, up from 68% in Q2 based on analysis of 124 million emails. The mobile open gap widened between the U.K. (73%) and U.S. (67%).
  • Mobile conversions continue decline. An analysis of approximately 33,000 emails showed that 57% of email conversions were from mobile devices, down 2% from Q2 - with a 1% decrease in both smartphone and tablet conversions.
  • Amazon users engage longer. Android users consistently read their emails for longer than their Apple counterparts, spending over 15 seconds in 54% of their opened emails.
  • London and South East take lion’s share of clicks. London and the South East continued to account for the highest share of email clicks across the U.K. However, compared to Q2 London’s click share decreased by 6% while Scotland and the South - -East increased in Q3 by 5% and 1% respectively.
  • Smartphones capture daytime opens. In Q3, smartphones became the most popular device for opening email throughout the day. Previously, tablets were most popular for evening email opens and desktops for certain times during traditional work day.

The full report is available as a free download here.

About the Q3 2015 Movable Ink UK Consumer Device Preference Report
The UK Consumer Device Preference Report is based on data collected through Movable Ink’s contextual experience platform between July 1, 2015 – September 30, 2015. They reflect aggregate statistics across Movable Ink’s UK customer base, which includes more than 300 brands from the retail, travel, financial, media, and telecommunications industries. Determining email opens requires images to the load, therefore the percentages for some devices might be over or underrepresented.

About Movable Ink
Founded in 2010, Movable Ink pioneered the application of contextual marketing 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 customer. More than 300 innovative brands including ASOS, Shop Direct, Auto Trader UK, and Tesco use Movable Ink to Market in the Moment and optimise their email campaigns to drive ROI. The company is headquartered in New York City with offices in London and San Francisco. To learn more about Movable Ink, visit movableink.com or reach out to us directly at contact@movableink.com.

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Peter Moran
Indicate Media
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