Mobile devices are now the most popular platform for interacting with marketing emails, but it's becoming increasingly difficult to turn those opens into clicks, according to a recent report from Campaign Monitor.
The analysis of 6 million email marketing campaigns sent by Campaign Monitor found that 41% occurred on a mobile device in 2013, compared with 28% on a desktop and 22% via webmail.
This shift towards mobile has been rapid: From 2011 to 2013, email opens on mobile devices increased 30%.
As with initial email opens, clicks are increasingly occurring on mobile devices as well (33% of total in 2013).
However, clicks as a percentage of opens are significantly lower on mobile than on other platforms.
Moreover, the percentage of clicks relative to opens has steadily decreased on mobile over time, even as it has stayed fairly steady on webmail and desktop clients, the analysis found.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji