Mobile optimization is a must for corporate email senders. No less than 45% of all opened e-mails are viewed on a smartphone or tablet. This is shown by the E-mail Benchmark, published for the twelfth time by E-Village.
The figures are based on an analysis of more than three billion e-mails from approximately 8,500 campaigns of 750 different companies in the Netherlands. The Retail and E-commerce sector was also scrutinised.
The click through rate on mobile devices, such as tablets and smartphones, is almost the same as that of desktops. Of every 100 links opened in e-mails, 43% were clicked on a mobile device by the end of 2014. Throughout 2014 (28.3%) more e-mails were opened across all sectors than in 2013 (25.1%).
The open rate and click through rate of e-mails in the Retail and E-commerce sector lagged behind the average by 26% and 3.7%.