Why are mobile email open rates declining?
Mobile email opens appear to be plateauing with less than
half of emails opened on a mobile device in November, down from last year when
the rate topped 50 percent, according to new data from Return Path.
The findings suggest that consumers are continuing to engage
in multi-screen use of email and not necessarily embracing mobile exclusively
to read emails. The key takeaway for email marketers is that they need to
continue to create campaigns for a multitude of devices.
“The decline in mobile email open rates year-over-year by 1
percent is relatively insignificant,” said Tom Sather, senior director of email
research at Return Path. “This is the first year where we didn't see
month-over-month increases in mobile email consumption.
“This signals that mobile usage has perhaps reached a mature
stage,” he said. “U.S. smartphone penetration is currently at 72 percent so
we're seeing signs of saturation, and mobile and email-on-mobile is
experiencing a plateau as opposed to a decline.”
No comments:
Post a Comment