We’ve talked about mobile optimised websites before but now companies are realising that more and more of their customers are viewing their emails on their mobile phones. As a result of this we are seeing more mobile optimised email campaigns.
Mobile optimised emails are not new, British Airways experienced great success with a campaign over a year ago, but recent figures show that, on average, 17% of emails are now opened on phones and that percentage increases to 24% when you only count emails that are opened within 24hours. 28% of mobile users say that they check emails on their phones and 70% of those check their emails everyday.
So, in other words, 1 in 5 people use their phones to view emails everyday.
On average the iOS platform wields the highest engagement for mobile optimised emails, making up 60% of all mobile click through. Android and Blackberry are 2nd and 3rd with 21% and 14% respectively.
The research also discovered that mobile optimised versions of an email out performed the non-optimised versions. mobile optimised emails received 6.5% more clicks and 6.7% fewer unsubscribes. By tracking goal completions (for example bought a product or downloaded a document), mobile optimised emails generated 7.7% more than standard emails.