Marketers See Gap Close Between Mobile and Desktop Email Open Rates

New research suggests that the gap between desktop and mobile email open rates continues to close. The “Year of the Smartphone” report published by Yesmail has found that in the third quarter of 2015, the average mobile CTO rate was 13.7 percent, while the average desktop CTO rate stood at 18 percent.

This 4.3 percent gap is notably smaller than the 11.7 percent gap between mobile and desktop in the same period of 2014.

“Marketers must continue to propel their mobile strategies with strong, personalized content and responsive design in order to reach consumers at the opportune moment they are ready to purchase,” said Michael Fisher, president of Yes Lifecycle Marketing.

Statistics show that in the third quarter of 2015, mobile open rates were around 54 percent, while click rates were 46.7 percent. These percentages both show an increase from the open (52.1 percent) and click (37.7 percent) rates of Q3 2014.

Finding Success with Email Marketing

Along with the device being used to access email, the time of the week when an email is sent can play a factor in the success of a campaign as well, according to research. The “Email Marketing Metrics Report” from MailerMailer published in October 2015 indicated that Monday is the best day to launch an email campaign.

Monday had a 12.6 percent open rate in the first half of 2014, and this increased to 13.6 percent in the second half of the year.

“These results match those in last year’s report, further demonstrating that recipients view and read their email most actively at the start of the work week,” the researchers wrote in the report.