Today’s digital consumer is increasingly “on.” Having the right data can help retailer marketers better reach the hyper-connected consumer for stronger ROI. Our data from our mobile email opens report for first half 2012 shows a number of mobile email retail trends. (If you haven’t seen it yet, get your free copy here.)
To give you an extra boost of detail, we’d like to share some additional retail industry findings not included in the original report. Data specifically based on the retail industry email activity shows a number of interesting trends.
- Retail Mobile Email Opens Peak in Early Morning : The early morning hours remain a steady activity period for email opens via mobile. According to our data, of the emails send by retailers and opened in the 5 AM hour, almost 50 percent were opened on a mobile device (phone and tablet). Following closely behind is the 4 AM hour, with just over 40 percent of emails opened were opened via a mobile device. As can be expected, mobile activity drops off during the morning and afternoon hours when many people have put down their mobile devices in favor of their desktop device at work.
- Retail Commercial Emails Reach the Mobile Tipping Point : It’s interesting to see that many retailers are approaching the “mobile tipping point,” where 50 percent or more emails are opened via mobile device. (Some retailers who took part in our report are already there, closer to 60% on mobile.) Now more than ever before email must be thought of as an extension of the mobile channel. It’s time to use your data to understand who consistently opens on each type of device, then optimize accordingly.
- Tablets Start to Dominate Click to Open (CTO) Rates : For the first time in our reporting, we’re seeing tablets clicks (shown in gold) outpace phones (shown in blue) for much of the day. After steady click activity all day, mobile email CTO rates gradually increase beginning at 4PM and peaking at 1AM, consistent across types of mobile devices. It’s worth noting that, while mobile users are opening emails at high rates during the morning and evening hours, they are not necessarily taking action.
If you haven’t gotten your free copy of our latest mobile email opens report, do so here. And take a look at the retail addendum (link) here. And if you’d like to take part in our next report, simply send an email to firstname.lastname@example.org with the subject line “email mobile analysis” and we’ll provide you with more details.