Email Marketing Stats

Smartphone icon W-Squared MarketingI came across an interesting article from Marketing Profs recently with the latest email marketing statistics based on device. Nothing in here is too surprising but it shows how rapidly the use of the desktop computer is declining. Here are a few quick hits from Q1 of 2015 based on 1.2 billion emails in the U.S.:

  • 67% of all email opens occurred on a mobile device, 50% of that being a smartphone.
  • 41% of all emails opened occurred on an iPhone, as opposed to only 7% for Androids.
  • Desktop computers still contain the largest share of email conversations at 37%, with iPhones second at 31%.
  • Interestingly, the most time spent reading emails was spent on Kindle Fires and Android Phones, with 56% of viewers taking more than 15 seconds to read emails on the devices. Desktops were in the middle of the pack, with only 39% of viewers reading for more than 15 seconds.

If we apply this to email marketing, it shows that the digital age is here and mobile devices have taken over. This means more emphasis should be put on the message and design of an email, and less on the day and time it is sent. An email is likely being read on a small screen while the viewer is on the go, not sitting at a desk. Therefore, make sure your email marketing content has a clean look and concise message built for multiple devices.