Email Marketers Better Prepare For Mobile Opens, New Study Finds

The majority of email messages will be read on mobile devices by the end of 2012, predicts email services firm Return Path. In a newly-released study, the company says email open rates have increased 82.4% between March of 2011 and March of 2012, now accounting for nearly 30% of email opens.

Apple devices — iPhones, iPads and iPods — accounted for 85% of mobile opens. On the iPad alone, email opens have increased 53.6% year-over-year. Those mobile views are mostly happening on the weekends, while desktop views are more likely to occur during the weekdays.

When it comes to desktop clients, Outlook is still the dominant client, accounting for 68% of opens, with Apple coming in second with 29%.

Of webmail services, Yahoo Mail has the most readership with 37%, followed by Hotmail (29%) and Gmail lagging at 6%.

The study relies on data Return Path gathered from October 2011 to March 2012 from nearly 500 different clients.

Related Topics: Channel: Email Marketing | Email Marketing | Mobile Marketing | Statistics: Email Marketing | Statistics: Mobile Marketing

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About The Author: is executive features editor of Marketing Land and Search Engine Land. She’s a well-respected authority on digital marketing, having reported on, written about and worked in digital media and marketing for more than 10 years. She is a previous managing editor of ClickZ and has worked on the other side of digital publishing, helping independent publishers monetize their sites in her work at Federated Media Publishing.

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