Email

Email Open Rate on Mobile Devices Tops 48%

Tom Sather, Senior Director of Research at Return Path, reports that email open rates on mobile devices now stands at 48% across all industries. This is five percent higher than Return Path last reported in January. Further evidence that mobile is revolutionizing the way brands use email to deliver relevant and timely offers, alerts and information to consumers and business professionals.

Among the industries with above-average open rates for email on mobile are Educational Services (64%), Banking (61%), Retail (55%), Real Estate (53%) and Utilities (51%). To see email open rates for your industry, see the chart below:
 

Email Open Rates

Industry

Desktop

Mobile

Webmail

Educational Services

19%

64%

17%

Banking

17%

61%

20%

Retail

27%

55%

17%

Real Estate

24%

53%

22%

Utilities

30%

51%

20%

Education

26%

50%

23%

Stationery & Related Products

33%

50%

16%

Manufacturing

35%

50%

14%

Electronics

22%

49%

28%

Transportation

31%

49%

19%

Leisure

32%

48%

20%

Media

32%

47%

20%

Consumer Services

31%

46%

23%

Industrial Manufacturing & Services

37%

46%

17%

Wholesaler/Distributor

34%

46%

20%

Insurance

31%

45%

23%

Transportation & Logistics

30%

45%

25%

Consumer Products

32%

43%

25%

Automotive & Transport

32%

42%

25%

Financial Services

38%

42%

19%

Corporate Services

32%

41%

26%

Business Services

36%

41%

22%

Charities, Foundations, & Nonprofits

33%

41%

26%

Software & Technology

36%

40%

23%

Biotech

37%

40%

23%

Construction

49%

39%

12%

Transportation Services

32%

39%

30%

Cultural Institutions

40%

37%

23%

Computer Software

42%

35%

23%

Leisure, Sports, & Recreation

36%

35%

29%

Social Networking

26%

35%

38%

Telecommunications

35%

35%

30%

Consulting

61%

35%

4%

Media & Entertainment

55%

33%

12%

Computer Services

50%

32%

17%

Membership Organizations

41%

32%

28%

Healthcare

48%

30%

22%

Pharmaceuticals

49%

29%

21%

Third Party List Vendors

41%

29%

30%

Pharmaceuticals & Biotech

56%

26%

16%

Gaming

40%

26%

34%

Printing & Publishing

46%

21%

31%

Healthcare & Medical

85%

8%

7%

 

 

 

 

 Grand Total

 32%

 48%

 20%


What the Surge in Email Opens on Mobile Means for Brands

If you have not made the move to redesign your email newsletters and other communications so they are optimized for mobile, do it NOW. Research from Return Path reveals that 63% of US consumers say they delete emails immediately if they are not optimized for mobile.

To learn how brands are using Responsive Design to optimize email for mobile, download Designing for the Mobile Inbox as well as The Best of the Email Swipe File.

And if you want to see a great example of how one company used Responsive Design to dramatically improve the performance of its email campaigns, check out my recent Email Marketing by the Book video featuring CareerBuilder.com.

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