Smartphones and tablets can no longer be ignored by email marketing. They represent a massive part all email interactions and revenue. But just how massive? I searched near and far for all (useful) available statistics and compiled the ultimate mobile email statistics overview. Here are 7 trends that you need to know as you develop your 2018 marketing campaigns. These numbers will keep on changing, almost every day. So I will update them regularly.
top 7 Trends in Email marketing
- More email is read on mobile devices than on desktop computers. Statistics indicate 51% of email is now opened on a mobile device.
- Women respond to email for just over a hundred million more minutes per month than the industry average. Per individual, it means that women spend seven minutes more per month on a smartphone checking email compared to men.
- Webmail and desktop opens have steadily declined throughout 2015, each dropping 13% since January. The number of mobile e-mail users is predicted to grow 22% in 2015 and 23% in 2016.
- Mobile email opens have grown with 180% in three years. From 15% Q1 2011 to 42% in Q1 2014.
- By 2018 80% of email users are expected to access their email accounts via a mobile device. By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion. Replies sent from phones are 54% faster than those sent from desktops. Mobile replies have a median reply time of only 28 minutes, followed by emails sent from tablets with 57 minutes and finally replies from desktops with 62.
- Android phone users spent the most time viewing emails. Android smartphone 52.99% of users spent 15 seconds or more viewing each message. Desktop users came in second, with 43.99% spending 15 seconds or more viewing an email.
- Replies sent from phones are 54% faster than those sent from desktops. Mobile replies have a median reply time of only 28 minutes, followed by emails sent from tablets with 57 minutes and finally replies from desktops with 62.
Email Marketing and Industry trends
Hospitals, Healthcare & Biotech brands had the second-highest mobile readership at 55 percent. The low mobile readership for the Computer Hardware & Telecommunications sector isn’t terribly surprising because those recipients tend to be B2B customers and more likely to view messages on office work computers.
Mobile readership across industries ranged widely. Food Service, Sports & Entertainment have a high mobile readership of 57 percent . While reading email on mobile accounts for 28 percent for Computer Hardware & Telecommunications.