Email Mobile Adoption Jumps

Email mobile adoption has jumped to almost 90%, according to a recently released study by marketing automation company Kahuna. 

Eighty-six percent of emails are now read on a mobile device, according to the Kahuna Mobile Marketing Index, a study of more that 400 million anonymous user profiles across 15 industry verticals during the first financial quarter of 2016.

Mobile click-to-open rates are also increasing when compared to their desktop compatriots, with mobile open rates beating desktop consistently by at least 3% during the study’s time period.

“Marketers must start to consider email as a primarily mobile channel,” states the report. “That means testing email content rigorously for how it renders on a variety of mobile devices and leveraging cross-channel data, especially from apps and the mobile web, to better inform their email campaigns."

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Mobile notifications are also correlated with an increase in app retention, according to the study. Personalized push notifications derived from customer behavioral data decrease email opt-outs and mobile app un-installations, and mobile notifications correlate to almost a 300% increase in mobile application retention over a 90-day period.

Overall, consumers are 15% less likely to uninstall a mobile application after receiving a personalized message, according to the Kahuna report.

These findings should be of interest to mobile app developers and marketers, especially since nearly a quarter of consumers uninstall an application after only one use, according to a study by analytics firm Localytics.

Kahuna is a marketing technology vendor that specializes in mobile, cross-channel marketing across the Web, email, mobile and social media. The marketing automation company counts Yelp, CNN and Overstock.com among its current list of clients.

3 comments about "Email Mobile Adoption Jumps".
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  1. John Grono from GAP Research, June 20, 2016 at 8:15 p.m.

    I generally open emails first on my mobile and wade through the crap and delete it so that it synchs and deletes it from my laptop for when I get home and deal with anything relevant or important on a device that is easier to read and type on.

  2. Mike Templeton from Aisleside replied, June 22, 2016 at 9:10 p.m.

    I do the same, John. Right after waking up I flick through 10-20 messages and quickly wipe out the ones I don't care about. And if a subject line intrigues me enough to click through and I get a message meant for the desktop, I basically just delete it right then and there. I can't imagine most consumers act any differently.

  3. Mike Templeton from Aisleside, June 22, 2016 at 9:08 p.m.

    These stats are more indicative of the smartphone becoming people's primary media device. I don't think anyone is conciously deciding they want to read more email on mobile devices, but it's a function of the fact that they have it in their hand all the time.

    That being said, the thing brands have to take away from this is that yesterday was the time to optimize emails for mobile: consumers simply won't put up with it otherwise.

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