December rebound
Open rates on mobile could also rebound in December
“It's unlikely that the decline will continue through
December,” Mr. Sather said. “Consumers are more likely to use multiple devices
for online activities.
“As consumers are in the mood to shop this quarter, we'll
see emails being opened on mobile devices increase through right before
Christmas,” he said.
“Also, people are more likely to start interactions, like
opening and reading email, on mobile phones during this time of year as people
head home for the holidays, or are just out and about shopping.”
For marketers, the numbers underscore the importance of
understanding the preferences of a brand’s target audience as consumers appear
to be changing their behavior depending upon whom they are interacting with.
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