When Return Path released our last mobile study in April 2012, the number emails opened on smartphones was about to overtake opens from both desktop clients and webmail.
Seven months later, our newest study finds that users in the U.S. and Canada largely check email from their phones. We also find that people prefer to open retail emails on their smartphones, while banking emails–perhaps due to mistrust from phishing–are mostly opened from desktop email clients like Outlook.
The key takeaway for marketers? While the best mobile strategy depends largely on your own data, industry and region, your email marketing efforts should be optimized for both mobile and the desktop to ensure maximum campaign ROI.
Click on the image to the right to view the full infographic. You’ll learn:
- The percentage of users in North America, Brazil,
France and Germany that open emails on mobile devices
- The percentage of email opened by industry, such as
retail and banking
- How Apple devices appear to dominate emails opens,
and why this may not be the full story
- If and how often people make purchases using