Zak Stambor says, “Another 13% of emails were opened on tablets, while only 36% were opened on desktops.

64% of retailers’ emails were opened on a mobile device in the third quarter—13% on tablets and 51% on smartphones—according to the new Experian Marketing Service “Quarterly Benchmark Report.” That’s up from 61% of retailers during the same period in 2015—11% on tablets and 50% on smartphones.

There’s a strong negative correlation between consumers opening retailers’ emails on mobile devices and click rates, as consumers on mobile devices are less likely to click on links within an email, the report finds. Across all industries, total clicks have declined year over year for each of the past four quarters. Within retail, the click rate fell to 2.7% during the third quarter from 2.9% a year earlier.

The report finds that retailers’ email volumes continue to rise; retailers sent 16.3% more emails in the third quarter than they did a year earlier. And that’s on top of a 27.6% jump in email volume in 2015’s third quarter. Those trends are likely to continue in the fourth quarter as data from digital marketing vendor eDataSource suggests that email marketing volumes have significantly risen this holiday season”.

Consumers open more than half of retailers’ emails on smartphones in Q3

Internet Retailer

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