Mobile Optimized Email Set to Grow

Last month, I highlighted a StrongMail report that showed how timing email delivery can increase the performance of a marketing campaign. The same holds true for mobile email campaigns. Another study, from TailoredMail, points to the specific strategies marketers can take when rolling out mobile email.

Consumers tend to open and click on mobile emails at 3 specific times of day:

  • 6 a.m. to 8 a.m. 14%
  • 6 p.m. to 8 p.m. 12%
  • 12 p.m. to 2 p.m. 9%

Marketers stand a better chance of getting consumers to read email on their mobile devices during these hours, which coincide with the times most people are away from their desktop computers. The overall rate of email being read on mobile phones is now at 39% — a significant increase from the September 2011 figure of 21%.

In addition to the rising mobile read rate for email, marketers have another incentive to optimize their campaigns for mobile delivery.  Consumers are clicking through on mobile email at a 30% higher click rate than on standard email. About 12% of all mobile emails are clicked but when they are optimized for the format, the click rate increases to 15%. TailoredMail analysts discovered that open and click rates also vary by gender. While up to 55% of men open mobile email, only about 45% of women do. However, women actually click 10% more than men.

As the holiday season approaches, marketers will likely be tweaking their email campaigns for mobile in hopes that shoppers will notice their promotions in this format that is still uncluttered.

[Source: Email Marketing Trends. Tailoredmail​.com. September 2012. Web. 1 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.