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Results from Sampling of 701 Million Emails Sent Nationally in 11 Industry Segments Reveal Surprising Mobile User Behavior by Device Type, Includes Click Activity
AKRON, OH - November 30, 2011 – Knotice, a leading provider of direct digital marketing software and services, today announces the release of its “Mobile Email Opens Report: First Half 2011," featuring valuable data on the percentage of email opens and click activity via mobile device across 11 industry segments, including retail, hospitality, telecommunications, healthcare and more.
The report offers a more comprehensive look at overall mobile usage as it pertains to email, including percentages of mobile opens and click-to-open (CTO) rates of permission-based email. (CTO is a measure of action taken within that email once opened.) The report includes:
The report also features a comparison of email opens and click-through rates on smartphones versus iPads, with level of activity shown by time of day.
Key Insights Include:
Mobile email opens rise 51 percent - The number of emails opened on a mobile device (smartphone, iPad, etc.) rose 51 percent the first half of 2011 over the last quarter of 2010. This lends further proof to the fact that smartphone adoption rates, as well as the comfort level of mobile users, are on the rise.
People are not saving emails to view later on a different device - Despite the rise in mobile email open activity, only 3.09 percent of the sample of 701 million emails were opened on both mobile device and desktop . Of that 3.09 percent, only one-third were opened on mobile device first, then viewed on a desktop device later. While some marketers resist optimizing email for mobile, rationalizing that a poor mobile email experience can be reopened once the recipient is at their desk, the data clearly shows that is not happening.
“Best time of the day” can differ for opening email versus taking action – Mobile open rates and CTO rates by time of day do not always correspond. (CTO is a measure of action taken within that email once opened.) Understanding the demographics of each send segment remains important.
Mobile email open rates rise, while mobile click-through activity lags behind – Even if a person opens the email, the real measure is what they do once it’s open. The lower rates of CTO activity may reflect the growing need for optimization, as it may be difficult for mobile users to take action on emails that have limited functionality when viewed via a mobile device.
Other findings of the report:
The report is available as free download here:
About Knotice’s Mobile Email Opens Report: First Half 2011
Knotice’s Mobile Email Opens Report: First Half of 2011 analyzes data is based on a cross sampling of approximately 701 million emails across 11 industry segments during the first six months of 2011. The report tracks the share of email opens and click-to-open rates on specific mobile devices (including iPad) and operating systems. The report also provides insight into mobile click activity by time of day and geography. The full report is available as a free download here: http://www.knotice.com/reports/Knotice_Mobile_Email_Opens_Report_FirstHalf2011.pdf. The previous report, Knotice’s “Mobile Email Opens Report for Q4 2010,” is available here: http://www.knotice.com/reports/Knotice_Mobile_Email_Opens_Report_Q42010.pdf.
Knotice (pronounced "notice") maximizes the ROI of direct digital marketing – interactive marketing communications that can be addressed to a specific individual – through process automation, increased relevance and improved performance. Working with clients throughout North America, Knotice provides efficient, effective delivery of highly-targeted marketing communications through today's primary digital channels. Founded in 2003, Knotice is headquartered in Akron, Ohio, along the banks of the Ohio-Erie Canal. For more information, visit www.knotice.com.