50% of emails were opened on mobile while we published our last infographic back in 2013,

the recent report from Movable Ink said that 67% of emails were opened on either a

smartphone or tablet in Q4 2014. Whoa! That’s holy huge number! So, adapt to responsive email design now or provide bad user experience to more than 2/3rd of your audience. According to Campaign Monitor “Email interaction across mobile and desktop”, Mobile email opens have grown by

180% in three years.

H o w have things changed? Rise in the use of tablets and smartphones worldwide. Number of emails opened on mobile and tablets keep increasing from 2013. Consumers are becoming “Apple loyal” and it has increased over the two years. Email clients supporting for responsive emails has drastically increased (70%+ in the two years). Moreover, 50% of Google searches are made directly from mobile devices, so now Google has optimized its search algorithm to benefit mobile-friendly web pages which leads to more people using mobile for web/email. Unlike 2013 where newsletters and promotional emails used to be effective, The top 3 most effective emails are mobile opt-ins (76%), birthday emails (75%), and transactional emails (74%). Unlike early days, 75% of people who receive email that isn’t optimized for

mobile will just delete it. Things will change more with the usage of wearable devices in coming times.

Which email clients remain popular for

mobile email open in 2015 ? When compared to 2013, readership on Apple devices has increased from

43% to almost close to 50% which also means your responsive emails should

render flawlessly in Apple email clients followed by Android. Source: emailclientmarketshare

How are the devices used throughout the day ? As compared to 2013, viewing patterns haven’t seen a drastic change! Smartphone usage

remains high during early morning and early evening. The usage of desktop for late evening

email views has decreased and has almost been replaced by smartphone or tablet. 2013 viewing pattern



Source: Comscore

2015 viewing pattern



Source: marketingland / movable ink

What motivates people for

mobile opt-ins through email ? While most people responded discounts in 2013, it still holds the same weight in 2015 too! 2013 Optin reasons Source: Edialog “The future of mobile messaging” (2011)

2015 Optin reasons Source: Responsys Engagement study

And, if you are already using the mobile bandwagon,

here are things to avoid ! According to one of the recent reports from LiveClicker and The Relevancy Group

“Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015)

below are the reasons respondents mentioned for not engaging with company's emails. So, avoid sending too many emails and make sure they are optimized for

small screens as well as relevant enough.