Dive Brief:
-
In Q4 2013, Americans opened 64.75% of emails on smartphones or tablets compared to 35.25% on computers, according to a report by Movable Ink. The quarter before, those consumers opened 60.81% of e-mails on a smartphone or tablet compared to 39.19% on a desktop. The email marketing company tracked the emails of 100 of its clients, which included retailers.
-
The study also found that, for the first time, each state has the majority of consumers in that state opening email on smartphones.
-
Email marketing is more effective than social media, too, according to another study, by consulting firm McKinsey and Co. That study showed that emails are nearly 40 times more effective than Facebook and Twitter combined.
Dive Insight:
While this finding by Movable Ink — that most people are accessing their email on their phones — isn’t entirely surprising, that doesn’t mean retailers are prepared for that reality. Many retailers have a long way to go in optimizing their emails and landing platforms for mobile devices. Best Buy, for example, bungled its post-holiday mobile commerce site, leaving users confused and essentially turned away from an advertised deal that no longer existed. Too often, emails aren't designed for mobile, so consumers find slow loads or dead links. Phone coverage and email content can be frustrating enough for people all by themselves. Retailers should aim to be the bright spot in a person’s day when she checks her email on her phone.