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Understanding Mobile Email Statistics and Benchmarks

Understanding Mobile Email Statistics and Benchmarks


Understanding Mobile Email Statistics and Benchmarks

Have your ever focused at your mobile email marketing statistics? Email marketing nowadays is in large part of mobile marketing. People open and read their emails on their smartphones and tablets while watching TV, on vacation or even during business meetings.

Understanding Mobile Email Statistics and Benchmarks
Understanding Mobile Email Statistics and Benchmarks

Expect 14 to 72% of email opens to come from a mobile device, the exact number for a brand depends on your target audience, products and email type. Your Email Service Provider gives some great insights into your mobile email stats. Some say they might turn into fully mobile Email Service Providers.

But how you can benchmark your mobile email statistics and look at them? For this we need to know a bit more about the how and what. Statistics might not be that clear if you look or compare them for the first time.

Mobile Email Statistics –

If you are looking at mobile email statistics in your own campaigns, consider the following:

1. Mobile devices aren’t one thing

Smartphones and tablets are considered under the term mobile devices, but the user experience and conversion rates are very different. Split them for additional insight into your subscriber base.

2. Define who a mobile email user is

When we can call a subscriber a mobile email user? Some of your recipients open an email on a mobile device for a particular brand in a particular period of time. Some of them only open on mobile, while others open on one device first and then switch platforms.

3. Open rates are skewed, and so might be your profits

Open rates depend on users that have loaded their images, there is a little tracking pixel inside your email so that it can be measured. Click-through rates on mobile devices are distinct and open rates can be skewed because images are not loaded per default. So be aware of not commiting the mistake of looking at the current behaviour of your email newsletter subscribers only.

4. Testing and send time optimization

The day and time that emails are being sent influences the mobile open and click-through rates. It is always best to pick the right KPIs for your testing and look at the ROI generated from your emails.

5. Benchmarks and reports on mobile email

In benchmarks, some publishers use the total mobile open rates per campaign, while other speak of the unique open rates. Email service providers who often are the publishers of these reports use the data of their own customers. So the stats between different reports are bound to be different too!


People view their emails on mobile and that is a fact. For an individual marketer that means that they have to optimize their emails for the mobile experience. So have a good look and maybe later try and do some cool stuff that involves a samurai.

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