Saving Email for Later: Opens Across Devices & Environments5
Mobile opens are growing rapidly. In the last year, emails opened on mobile devices more than doubled, and have increased 80% in the last six months alone.
A common assumption many of us make is that subscribers ‘triage’ or preview emails on their mobile device before marking the email for later viewing—likely their webmail or work account on a desktop computer. Surprisingly, a deep dive into the same data we looked at for our latest market share stats showed otherwise:
- Just 3.3% of users have viewed a single email in more than one environment (both mobile and either desktop or webmail)
- Users who have recently read email on their mobile will do so again about 45% of the time
This means that nearly 97% of emails are viewed just once.
(click for a larger version)
While subscribers don’t frequently save emails spotted on their mobile for a more thorough read on the desktop, those that have opened on mobile in the past are likely to do so again in the future.
Mobile-friendly design is no longer an option
Rather, it’s a requirement. With nearly 38% of all email opens occurring in mobile devices, the portability of email has never been so crucial. Subscribers are fickle, and will open email where and when it’s most convenient for them. Even with statistics from Email Analytics, it’s impossible to predict where a user will open.
No second chances
If the initial mobile experience for your subscriber is less than ideal, chances are your email won’t be viewed again in a more suitable mail client. The prevalence of mobile opens combined with the likelihood of a ‘mobile user’ opening your email on a mobile device confirms the notion that designing with mobile in mind is an absolute necessity.