The report was based on data from millions of emails sent by Yesmail customers in 4Q15, as well as data from previous quarters.
More than half of all opens in 4Q15 occurred on mobile devices both for brands that used responsive email design and for those that did not, the analysis found.
However, mobile clicks accounted for less than half of total clicks for brands that sent no responsive messages; in contrast, mobile clicks accounted for 58% of all email clicks for brands that sent only responsive messages.
In other words, consumers open both responsive and non-responsive emails on their smartphones at roughly the same rates, but they are much less likely to click through if they encounter messages that are not optimized for their devices.
Some 17% of the brands examined used responsive design in all the emails they sent in 4Q15, and 26.7% did not use responsive design in any of the emails they sent.
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