A recent email benchmark report, from Sign-Up.to, indicates that mobile opens of emails has now topped opens on the more traditional desktop platforms.
The latest figures are generated from over 1 billion email emails sent during 1st January to 31st December 2014. These campaigns are from a range of small-medium sized UK organisations and public sector departments, sent to fully opted-in business and consumer lists.
The figures show overall open rates of 53.9% to 46.1% in favour of mobile.
Looking in more detail across the 25 tracked sectors, the results show the Events, Online Services and Property sectors as the highest mobile email consumers with open rates of between 67-51%, closely followed by restaurants, Public Sector, eCommerce and B2C Sales all around or just below 50%. At the other end of the scale B2B Services, B2B Sales and IT show the smallest mobile activity with open rates of between 28-30%.
With regard to other metrics, the report also finds a general increase during 2014 in open rates (to 24.45%). 17 of the 25 identified sectors showed an increase from the previous year with the largest increases being observed in Legal, Events and Online Services.
By contrast, click-through, click-to-open, unsubscribe, and unsubscribe-to-open rates all showing negative tendencies at 3.13%, 10.79%, 0.55% and 2.68% respectively. Only 7 of the 25 sectors showed an increased click-through rate, with the largest increases being in the Industrial, Online Services and Legal industries.
The full report is available as a free download from the Sign-Up.to website.
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