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Emails across industries inch closer to mobile tipping point

A new report estimates the share of commercial emails opened on mobile devices will surpass 50%in the next six to 12 months, according to new research from data and digital messaging solutions provider Knotice.

The “Knotice Mobile Email Opens Report: 2nd Half 2012” reveals that most brands will likely see at least half of their commercial emails opened via mobile devices by the end of 2013. Currently, 41% of commercial emails are opened on mobile devices, up from a 27% mobile email open rate a year earlier. Key findings include:

° The number of emails opened on a mobile device (smartphone and/or tablet) during the second half of 2012 rose to 41%. This is a 51% increase over the former mobile email open rate of 36% from the second half of 2012. Data shows the steady, strong increase in mobile open rates continues, which underscores the importance of having a mobile-first mindset.

° Nearly half of all emails opened in the consumer services industry were opened on mobile devices during the second half of 2012. For other industry segments, the mobile tipping point is rapidly approaching and email and mobile marketers need to begin planning for a point in time when mobile users will be the majority audience.

° If a consumer doesn’t act on the email when they open it, it is highly unlikely they will reopen that email on a different device.  Knotice data found that only 0.07% during the first half of 2012. This means that even if a compelling subject line was created and the right offer was delivered, if it the email renders poorly on a mobile device or if there isn’t a seamless optimization of the post-click experience, there is a missed opportunity with the mobile opener.

°The Hospitality and Consumer Services industries have seen the highest mobile email open rates with 44% and 49%, respectively.

The full report is available as a free download at http://tinyurl.com/a73sct2 .

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