Opening an email on a mobile is most common
Data shows that 41% of all email opens happen on mobile devices. This makes using a mobile device the most popular way to open an email, this surpasses desktop or webmail clients.
The best outcome from a marketing campaign happens when the content is engaging, and provides the optimal viewing experience. The content needs to be well laid out and easy to read across a wide range of devices.
Click through rates are less likely from a mobile
Although email opens are most popular from a mobile device there has been a decrease in click-through rates between 2012 and 2013. Data shows that click through rates from a mobile device are less likely than from a desktop, making it more difficult to get readers to engage with the content.
87% of clicks occur when an email is opened for the first time but only 78% of clicks on mobile devices happen on the first time. To improve click through rates, responsive design needs to take priority with a minimum amount of resizing, panning and scrolling needed across devices.
The following graph shows open rates verses click through rates from 2011 to 2013
More clicks happen if mobile readers revisit an email from a different device
Click through rates are an important way to measure the success of an email marketing campaign judging by the number of users that click on a specific links.
Almost a quarter of readers opening emails on a mobile device will open an email a second time. At 70% the second email opening will most commonly happen on a mobile but 30% will use a different device. Additionally the emails revisited on a computer are 65% more likely to get click throughs. This shows that screen size does impact the way readers engage with content and that it is necessary for email campaigns to be mobile friendly.