Email remains the most powerful communication channels available to marketers today. Newer options like Facebook, Instagram, Twitter and the like have undeniable appeal, but when it comes down to the numbers, email remains the undisputed king. We’re delighted to share this new infographic that tells The Truth About Email.
We’ve been hard at work poring over billions of data points to prepare our soon-to-be-released “US Consumer Device Preference Report: Q1 2014″, and wanted to share a sneak peak of one of the charts we’ll be sharing examining how device preferences vary by geography.
Our state-by-state analysis reveals the continued trend towards smartphone dominance. New additions to the smartphone state club in Q1 2014 included Colorado, New Mexico, Oregon, and Wyoming. Also, new in Q1, Mississippi overtook Texas as the nation’s top smartphone state, approaching 60% of all opens.
This map has gotten progressively pinker over the 4 quarters that we’ve been issuing the report, and now only 13 desktop states are left standing. For a bit of perspective, when we issued our first US Consumer Device Preference Report just 8 months ago (which looked at Q2 2013), 23 states were either heavy or leaning desktop, so the landscape is shifting towards mobile at an amazingly fast pace, and the “Electoral College of Email Opens” can now safely be described as a landslide for smartphones.
To download our past research reports, visit our Resource Center.
The map is based on data collected through Movable Ink’s agileEMAIL platform between January 1 – March 31, 2014. It reflects aggregate statistics across Movable Ink’s customer base, which includes more than 150 enterprise B2C marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.
38% more email opens took place on Black Friday as online retailers started the battle for consumers’ inboxes earlier than ever
Black Friday was the biggest day of the year for brand email marketers so far this holiday season, with marketers seeing 38% more email opens than they did on Cyber Monday, according to our research. With competition for consumers’ attention – and wallets – fiercer than ever, brands started their holiday email marketing programs early.
Our study also found substantial differences in the devices used to open email marketing messages throughout the holiday weekend:
- Thanksgiving Day was the biggest day for smartphone opens. On Thanksgiving, 59.9 percent of marketing email opens occurred on smartphones; by comparison, 45.5 percent of all marketing email opens in Q3 2013 took place on smartphones. Black Friday was the second biggest smartphone day, with 57.5 percent.
- Cyber Monday was the biggest day for desktops. While still beat by smartphone opens (45.5 percent), Cyber Monday showed the strongest showing for desktops, with 40.1 percent of all marketing email opens.
- Tablet use surged over the weekend. 19.3 percent of Saturday’s opens and 18.7 percent of Sunday’s took place on iPads and Android-based tablets.
In total, the volume of Movable Ink-powered emails between Black Friday and Cyber Monday increased a whopping 3,085% year-over-year, as leading brands continue to embrace innovative Agile Email Marketing technology and strategies to cut through the clutter of the inbox.
“Black Friday is now officially the biggest day of the year for email marketers,” said Vivek Sharma, Co-Founder and CEO of Movable Ink. “It should come as no surprise that in a controversial year where many leading retailers opened their brick and mortar locations on Thanksgiving Day itself, that they’d be just as aggressive in starting their email marketing sales events ahead of Cyber Monday. The surge in mobile opens should also make marketers take notice – without mobile optimization in place, a lot of money could have been left on the table.”
About Movable Ink’s 2013 Black Friday/Cyber Monday Research:
The findings above are based on data collected through Movable Ink’s Agile Email Marketing platform between November 20 and December 2 2013. The data reflects aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries. Because determining email opens requires images to load, the percentages for some devices and platforms might be over or underrepresented.
When you check your inbox this Cyber Monday, get ready to discover a few surprises along the way. This holiday season, many of your favorite brands will be using Agile Email Marketing technology to deliver great deals in eye-catching, interactive, and innovative ways that you’ve never seen before.
Check out our infographic below to see the top 5 emails to look out for this coming Cyber Monday.
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Gone are the days of “one-size-fits-all” email marketing. Today’s email marketers are sending campaigns that are fully agile, updated in real-time, and highly personalized. Curious how email marketing has evolved over time? Take a look at our infographic below to find out:
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iPad dominates when it comes to brand marketing email opens on tablets, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q3 2013. The data reveals that despite the nearly equal market share between the two, consumers are 15 times more likely to open brand emails on an iPad than on an Android tablet.
“This quarter’s report shows that tablets are gaining momentum, quickly becoming a primary driver of email marketing interactions,” said Vivek Sharma, Co-Founder and CEO of Movable Ink.
The report, based on aggregate email open data from over 100 enterprise B2C brands, offers critical insights into the current email marketing landscape:
- The growing role that tablets are playing in the mobile shift
- The latest in the battle between iOS and Android
- Differences in email engagement across smartphones, desktops, and tablets
- Geographic variances in smartphone adoption
Download the free report here to access all of our findings and analysis.
Nearly two-thirds of all email opens occur on smartphones and tablets, as shown in Movable Ink’s latest research, the US Consumer Device Preference Report: Q2 2013.
The report, based on aggregate email open data from over 100 enterprise B2C brands, provides critical insights into the current email marketing landscape:
- The current breakdown of email opens by device (smartphone, tablet, or desktop)
- Who’s winning in the smartphone battle between Apple (iOS) and Google (Android)
- How user engagement varies across devices
- A map showing which US states are leaning smartphone vs. desktop
Download the free report here to access all of our findings and analysis.
Check out “re: Email Opens—iPhone Eats Android’s Lunch” in Direct Marketing News for additional coverage of this data.
Do you live in a smartphone state or desktop state? Some U.S. states have adopted smartphones more broadly than others – especially when it comes to the web’s most popular activity: checking email. While Texas leads the way with over 55% of emails opened on a smartphone, nearly 54% of consumers in Maine continue to choose desktop as the preferred device for checking email. On the whole, the majority of the East is trending toward smartphone use, whereas large states in the Central and Western parts of the country still trend towards desktops.
Hover over this interactive infographic to see the breakdown of device use for each state.
Click here to download the PDF version of this infographic and to see a summary of the Top 10 Smartphone States and Desktop States: Movable Ink- Infographic- Email Opens by State.
About the Map
The map is based on real-time email open data collected by Movable Ink’s Advanced Analytics platform between May 1 – 31, 2013. These data reflect aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C email marketers from the retail, travel, financial, media, and telecommunications industries.
“Heavy” means that more than 50% of recipients in the state open email on a smartphone or desktop. “Leaning” means that fewer than 50% of recipients in the state open email on a smartphone or desktop, but that those devices are currently the most widely used in the state (e.g., if desktop had the highest percentage of opens when compared to smartphones and tablets, but not the combination of the two, the state is labeled as “Leaning desktop.”)
Because determining email opens requires images to load, the percentages for some device-types might be over or underrepresented.
Chart is based on data collected by Movable Ink’s Advanced Analytics platform between April 1 – 30, 2013. The chart reflects aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries. Read length is ascertained through a Movable Ink tracking pixel embedded in the email.
Below is a collection of reactions to this infographic from the Movable Ink team. What do you think about the data? Add your comments below, or share reactions on Twitter by mentioning @movableink.
“On mobile devices with smaller screens, it takes longer to read the entire content of an email. Read length might therefore be inversely correlated to device size, usability, and readability.” – Olivier Lauzon, Senior Engineer
“Folks on mobile devices are oftentimes multitasking—walking and reading, having a conversation while the inbox is open, etc. Maybe these users are getting distracted while their email messages are still open!” –Lee Bankewitz, Director of Engineering
“The mobile experience provides windows of time for immersion into content. Little moments, like waiting for a train or standing on line to pay for something, may provide those precious 15 seconds that allow us to spend more time reading through an email. This is likely one aspect of why we are seeing longer email read lengths on mobile phones.” – Jason Valdina, Vice President of Product
Charts are based on data collected by Movable Ink’s Advanced Analytics platform between March 1 – 31, 2013. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 100 enterprise B2C marketers from the retail, travel, financial, media, and telecommunications industries.
Because determining email opens requires images to load, the percentages for some device-types and platforms might be over or underrepresented.
For additional coverage of this data, read The Magill Report’s interview with our vice president of marketing, Jordan Cohen, “Shock Study Reveals 69 Percent Email Opens on Mobile.”