Mobile Email Opens Now 41% & On Pace To Surpass PC By End Of 2013

email-iconThe number of commercial emails opened on mobile devices is expected to be higher than PC-based emails by the end of the year.

That’s according to the latest bi-annual report from the digital marketing agency Knotice, which is based on a sampling of 500 million emails sent in 11 different industry verticals (such as retail, cable and telecomm, etc.).

Knotice says 41 percent of commercial emails were opened on mobile devices in the second half of 2012 — up from 27 percent a year earlier and just 13 percent at the end of 2010.

Based on that trend, the company is estimating that more than 50 percent of commercial emails will be opened on mobile devices by year’s end.


Knotice is including both smartphones and tablets in its estimate of mobile email opens, and further breaks down which devices account for those mobile opens. Apple’s iPhone and iPad lead the smartphone and tablet categories, respectively, with Android devices a distant second.


(You can click that for a slightly larger version.)

Devices running iOS combine for about 33 percent of all commercial email opens on mobile devices, while Android devices combine for about 6.6 percent, Knotice says.

Knotice says its estimates might be lower than reality because an email open is recorded based on the download of tracking images in the email — and “show images” is not turned on by default across the board (including on some Android devices).

(Stock image via Used under license.)

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


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • PassKit

    And now you can add a Passbook Pass within a email, so as someone opens the email on their smartphone a CMO can quickly get into the device owner’s wallet with an attractive offer. The beauty of Passbook, unlike emails, is the convenience of loyalty cards, store cards or coupon in one location. Given that more and more people are opening their emails on the smartphone it makes sense for CMO’s to ‘attach’ attractive offers which can quickly and easily be stored into Passbook (or PassWallet on Android). CMO’s then have the ability of engaging and retaining customer loyalty through the wallet. We are seeing this as a big shift in ‘mobile marketing’ opportunity in 2013.

  • Katherine @ Signal

    What this all means for small business in 2013: optimize your emails for mobile!

    1. Find an email marketing platform that has plenty of ready-made mobile-optimized templates for you to use, so you know your emails can scale for mobile opens.

    2. Use mobile-friendly calls to action — include phone numbers, link to mobile-optimized websites and landing pages.

    3. Most importantly: keep your emails short! No more 2-column email newsletters with 18 tidbits of information jammed into them. Emails should be simple and contain just one call to action. (So secondary to that point: start segmenting your lists.)

    Mobile opens are really gaining faster than a lot of marketers are ready for, but the truth is it’s not that hard to make sure people reading email on their phones can get the most from your marketing messages.

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