The data from the new Splio Barometer of mobile email marketing openings, the fourth in its series, confirms the inexorable advance of mobile devices as marketing email opening devices. The 4th Splio Barometer, made on the basis of 527 million emails sent in Spain from the EmailForge4 platform, reveals that 48.35% of open marketing emails are already read from mobile devices. This rise of mobile devices (smartphones and tablets) as email opening media is a phenomenon that Cyprus Mobile Database has been clearly seen in the last two years. In this time, it has gone from the supremacy of the computer as an opening device in 2011 (with 89% of openings, compared to 10.6% that were made from mobile) to a progressive increase of the mobile as opening support until reaching current parity. It is noteworthy that in November 2013 the number of email marketing openings on mobile devices even exceeded 50%.
The rapid increase in email openings on mobile devices has been especially important this last year, making 2013 the year with the highest growth in the percentage of emails opened on mobile (from 28.45% registered at the end of 2012 to 48.35% %). This growth is determined by the increase in the penetration rate of smartphones and tablets in the Spanish market, and above all by the increase in the use of mobile internet: 63% of Internet users in Spain connect via mobile and consult a an average of 150 times a day, according to the recent report by Fundación Telefónica, The Information Society in Spain.
El iPhone pierde el liderazgo
In relation to which are the mobile devices most used in the opening of email marketing, the iPhone is superseded by mobile phones with Android operating system, which registers percentages of 37.10%, 1.83 percentage points more than iPhone (34.48% ). As for tablets, iPad is still by far the most used device, accounting for 22.08% of email marketing openings made on mobile devices, despite a slight decrease compared to the previous semester.
For 2014, Splio estimates that Brother Cell Phone List mobile email marketing open rates will continue to grow, exceeding 50%, albeit at a moderate pace. A circumstance that will largely depend on the speed with which Spanish companies adapt their strategies to mobile phones, not only with a responsive design but with an email marketing designed by and for mobile devices. The customer is multi-channel and companies that do not adapt to it will be sending emails that will only correctly display a minority of their recipients, which will inevitably affect their sales and the loyalty of their customers.
