I’ve always been curious about the future of the internet’s most oldest and ubiquitous form of communication now that IM, social media and OTT messaging are the preferred choice of millions, or even billions. These stats from eMarketer is probably great for many who relies on direct-marketing as a form of communication channel. And the very device that I think has killed e-mail is also the device that’s going to save it and push it to become a relevant channel for the future. Sure you have newsfeeds and tweets that can help you reach out to hundreds of thousands in one go, unlike e-mail where you typically have to split the sending of thousands of e-mails in batches to avoid clogging your server and the recipients server’s bandwidth, e-mail is still the best in personalised messaging and if done right provides is still a channel with good conversion rate. So before you drop it if you are not seeing good open rate, it’s probably because it’s not mobile/tablet optimised which annoys the hell out of many of us.
Email remains one of the most critical marketing channels—if not the most exciting. And as more consumers access on mobile, there is a growing imperative to make sure emails are smartphone- and tablet-optimized. However, that doesn’t mean marketers can forget about the desktop just yet.
In May 2013, research from marketing solutions provider Harland Clarke Digitalfound that consumers primarily in the US used the desktop to open 55.2% of business-to-consumer (B2C) and business-to-business (B2B) marketing emails. The smartphone took one-quarter of email opens. And when adding in the tablet, mobile’s share of exclusive email opens rose to nearly one-third. There was also some frequency of consumers accessing the same marketing email on two or more devices.
Some have argued there is a stronger correlation between the smartphone and desktop, as opposed to the smartphone and tablet, and this is certainly the case in terms of when consumers were most likely to open emails. Desktop and smartphone email opens happened most often between 10am and 4pm—during the typical workday. Tablets, meanwhile, saw the greatest percentage of opens in the evening, between 6pm and 10pm.
In keeping with tablets as at-home, lean-back devices, the greatest percentage of email opens on tablets occurred between Friday and Sunday.
eMarketer estimates email ad spending in the US is still growing but is near maturity. Total spend on email is expected to reach $229.3 million this year.