Mobile Share of Email Opens and Clicks Varies Widely by Industry

Half of total email opens occurred on a mobile device in Q1 2014, according to the latest quarterly email report from Experian Marketing Services, a figure in line with various industry estimates (such as this one). But mobile click-to-open rates continue to lag desktop, and the Experian study indeed shows that mobile accounted for a relatively smaller 38% of clicks in Q1. Those averages mask significant differences when sorting by industries, though, with multi-channel retailers on the high end of mobile activity and business products and services brands on the low end. (more…)