©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
According to digital agency Steel, this rises to 55% among 18-34 year olds, highlighting the fact that brands need to optimise their email marketing for mobile devices. The stats are supported by a Knotice study we reported in April which found that 27% of emails are opened on mobile devices.
Steel’s report found that almost 40% of those who read emails on mobile said they did so if the subject line sounded interesting. The basic rules of email marketing still apply on mobile, “but we need to be smart in how this translates to a mobile version of an email – fewer characters on a far more personal device”.