Email marketing and marketers have been going steady for years. Decades, even.
There have been ups and downs. Chain emails, the lack of an opt-out function, and spam can be safely qualified as “downs.” But there have been good times, too.
After all these years, email marketing still remains the most valuable digital marketing tool. It’s a direct connection with customers and there’s no doubt that it works. In 2014, companies attributed 23% of their total sales to the email marketing channel, compared to 18% in 2013.
But something is missing. A recent report from Adobe found that two-thirds of marketers are less than satisfied with their email marketing efforts.
As we approach Valentine’s Day this year, it’s clear that the magic between marketers and email has fizzled. But what could rekindle the flame? Adobe found three things marketers want from email above all.
Sometimes, when you do research and you notice something that’s really striking, you just have to GIF it. This is one of those moments. We’ve been researching how US consumers use their mobile phones when it comes to emails since early 2013 and just completed our latest US Consumer Device Preference Report for Q4 2014.
This time around, we noticed that the trends that were emerging in 2013 fully took hold in 2014 – the most popular mobile device kept getting more popular, the attention spans of people on different devices continued to crystalize, and desktop email opens continued to dwindle.
What really struck us about 2014 was just how dramatically people across the country are adopting mobile devices and using them as the go-to way to access their emails.
We put together a GIF to help show that adoption rate in action:
As we can see, there was a spike in adoption at the beginning of the year, probably when people were trying out new devices from the holiday season and traveling for vacation. From there, mobile email use falls a bit, but starts growing rapidly in Q3 and Q4.
By the end of 2014, only nine states were more prone to opening emails on desktops, and only slightly. Every other state in the country has officially become mobile-first when it comes to email. At this rate, we fully expect that, by the end of 2015, mobile devices will be the first way people check their emails in every state.
Want to see all the findings from our mobile email research report? Download the US Consumer Device Preference Report for Q4 2014 here:
The endless march of mobile kept going right through the rest of 2014. According to our latest research, email opens on smartphones in the US are now at an all-time high. Not only that, the states that favor the desktop for email over mobile devices has dropped to nine, down from eleven compared to our Q3 2014 research.
About 50% of email opens now occur on smartphones. That’s right – not all mobile devices, just smartphones. Email opens on mobile devices now account for nearly 67% of all email opens, while just around a third of emails are opened on desktops.
The 2014 holiday season is upon us! Our quarterly U.S. Consumer Device Preference Report is out and has deep insight into how consumers engage with their devices, the popularity of these devices, and how device preferences varies across the nation; use this information wisely to target and personalize your holiday email campaigns. Unlike other studies, this data set exclusively includes results from large, enterprise B2C marketers. The report is free for you to download, and you can get a copy here.
It may not be a surprise that the Q3 2014 report strongly confirms that U.S. consumers prefer to use their smartphones to read email, with the device accounting for 48% of all email opens, but did you know retail consumers tend to show a mobile preference while finance and automotive consumers show a desktop preference? This quarter’s report goes on to break down device use and other engagement metrics by six major verticals (automotive, financial services, media/entertainment/publishing, retail apparel, retail non-apparel, and travel/hospitality).
“The U.S. Consumer Device Preference report confirms that sending responsive email is no longer a luxury, but a necessity to success,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “Mobile devices continue to outpace desktop computers as the preferred device for email, putting an emphasis on responsive mobile ready email for holiday. We are excited to help our clients convert more mobile traffic than ever this holiday season with our new responsive design tools that are live within agileEMAIL and our free hosted email design tool Inkbrush.”
Key findings include:
- New to the report for Q3 is how consumer behavior and device preference varied by vertical. Longer email read lengths were seen when consumers preferred desktops and shorter read lengths occurred when consumers preferred smartphones in a particular vertical.
- Tablet use picked up again during the quarter and well accounted for almost 40% of opens during prime after work hours.
- Apple’s iOS devices continued to widen its lead over Google’s Android devices. However, Android users stay engaged longer with email.
About the Movable Ink “U.S. Consumer Device Preference Report: Q3 2014”
The Q3 2014 U.S. Consumer Device Preference Report is based on data collected through Movable Ink’s agileEMAIL platform between July 1, 2014 – September 30, 2014. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 200 enterprise B2C & B2B 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.
If you have any questions about the report or if we can help you get responsive for the holiday season contact us at email@example.com.
Just ahead of the iPhone 6 launch last week, Apple rolled out the latest version of its mobile operating system, iOS 8. The release brought a number of great new features, but it also contained a few bugs.
We’ve conducted some testing on the Mail app in iOS 8 and have identified that HTML5 video is not functioning as expected. Videos appear as a poster image with a play button, but when you tap the button, the video doesn’t play.
All other versions of iOS continue to play video correctly, and as of today, only about 7% of all email opens have been from recipients using iOS 8.
In the meantime, our developers are working to identify any possible workarounds that could be applied from our side to resolve the issue.
Check back with us as we’ll post updates soon as we have more information.
We’re excited to release the latest edition of the U.S. Consumer Device Preference Report today! The quarterly report provides deep insight into the popularity of various devices, examines differences in consumer engagement based on the devices they use, and shows how device preferences vary across the nation. Unlike other studies, this data set exclusively includes results from large, enterprise B2C & B2B marketers.
The Q2 edition revealed the continued strength that smartphones have as the preferred device for email in America, accounting for 46% of all messages opened. However by geography, desktops rebounded and reclaimed preferred device status in eight more states this quarter, accounting for a total of 37.5% of all opens. The previous edition of the report highlighted the growth of consumer tablet use. Overall, tablets pulled back 2%, accounting for 16.5% of email opens during the quarter.
“Over the last year and a half we have seen a quick progression from desktop use to mobile dominance in email,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “With desktops rebounding in Q2 of 2014, it shows that marketers have to be ready for their emails to be opened anywhere, at any time, on any device. Having that type of agility in your email program will pay huge dividends during the upcoming holiday season.” Key findings include: • The gap between mobile devices and desktop computers used for email closed a little bit over the quarter. In total volume, desktops gained 4% on smartphone and tablet devices, returning to similar levels from a year ago.
• Apple’s iOS devices continued to widen its lead over Google’s Android devices. iOS devices accounted for 55.7% of all emails opened while Android accounted for 6.4%. However, Android users stay engaged longer with email. 53% of Android users viewed emails for 15 seconds or longer, a 13% increase over Q1 2014.
• Mobile optimized email matters. Smartphone use peaks in the morning but stays dominant throughout the day. At any given point, there are more emails being opened on a smartphone than on a desktop or tablet. This puts an emphasis on mobile optimized email, and marketers should take advantage of it.
The full report is available as a free download here. If you have any questions about the report, please ask us at firstname.lastname@example.org.
About the Movable Ink U.S. Consumer Device Preference Report: Q2 2014The U.S. Consumer Device Preference Report is based on data collected through Movable Ink’s agileEMAIL platform between April 1 – June 30, 2014. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 150 enterprise B2C & B2B 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.
What we’ve been calling “The Mobile Takeover” is in full effect across the Atlantic — in fact, even more so than here in the United States. 72 percent of all email opens took place on mobile devices in the UK in Q1, compared to 66 percent in the US.
Strikingly, tablet opens in the UK are already at near parity with desktop opens (26 percent and 28 percent, respectively). This mirrors the trend we’re seeing in the US, and confirms our view that tablets are on their way to becoming the “household PC of record” for consumers’ personal computing needs.
Some other key findings from the “UK Consumer Device Preference Report: Q1 2014″ include:
• Apple asserts its dominance over Android. iPhones and iPads accounted for 62% of all opens
in Q1 compared to just 9% for Android devices. And iPads had a share of opens more than 14 times greater than Android tablets.
• The South East & North West regions of the UK are email marketing hotspots. When it came to opening emails, London, the South East of England, and the North West of England were this quarter’s regional winners with around 50% of all the UK’s measured opens coming from those locations.
• Tablets own the night. Smartphones rule the roost during the early hours and throughout the
middle of the day. As the afternoon turns to evening, tablet usage explodes taking share from
the smartphone and desktop pie.
On the subway ride into work this morning, I read about Microsoft’s unveiling of its latest tablet, the Surface Pro 3. What caught my attention most was the revelation that Microsoft execs aren’t positioning the device as an alternative to Apple’s iPad, but rather, against its most popular laptop, the MacBook Air.
The timing of Microsoft’s product launch couldn’t be better: with our upcoming webinar on “The Mobile Takeover,” our team has been poring over the underlying numbers from our latest US Consumer Device Preference Report, and the data suggests that tablets are, indeed, becoming the new go-to household PC of record.
First, because over the last year, smartphone email opens have been relatively stable at slightly under 50%, while desktop opens have steadily declined, and tablet opens have steadily risen. You can easily see these trends in the chart below:
Second, from a day-parting perspective, we’re seeing that tablet email opens peak in the evening hours, when people get home from work (and when they’d be more likely to do their web browsing on a luxurious large screen instead of their smartphone’s small screen). And, in fact, tablet and desktop opens are currently nearly even between 8 and 11pm.
From an email opens market share perspective, look for tablets to continue making the largest percentage gains quarter over quarter. There is still a lot of room left for tablets to grow.
Desktops and laptops may never completely disappear from the face of our planet, but tablets may someday soon replace them entirely from our living rooms.
*For more information on the latest trends in consumer device adoption and usage, make sure to attend next week’s “The Mobile Takeover” webinar, Thursday, May 29th at 1pm EDT.
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.
With more and more email opens taking place on mobile devices – but not necessarily purchases – many email marketers have been faced with a new uphill battle to prove the impact of their efforts on revenue. The question they keep getting from management goes something like this: “smartphones are smart, but are they smart for our email marketing business?”
Looking at aggregate data from leading retailers who are currently using Movable Ink’s Insight module within our new agileEMAIL platform, it’s clear that email marketing to mobile users is a critical driver of sales, even if the final sale occurs somewhere other than on smartphones themselves. Here are some of our preliminary findings:
A little over 60% of consumers who initially open their email on a smartphone end up purchasing through desktops, with another 25% purchasing through tablets. Only 15% of smartphone-first openers complete transactions on their smartphones.
Consumers who open email on a smartphone or tablet first, and then convert on a desktop, have a 14% higher average order value (AOV) than desktop-only purchasers.
iOS device users outspend Android device users by more than 20%. This is consistent with other studies we’ve seen tracking the differences in mobile shopping behaviors between iOS and Android users. With Movable Ink, you’ll now have the ability to unearth the precise AOV of your email subscribers based on the devices they are using.
We’re excited to see how these trends take shape across different verticals, different geo-locations, time of day, etc., and how the numbers will evolve over time.
Please let us know what you think about these early findings by posting a comment below. Are you surprised? What other data would you like to uncover?
Lastly, if you’d like to know more about Movable Ink’s agileEMAIL platform and our Insight module, request a demo and one of our product specialists will get back to you shortly.