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."
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.