Mobile devices - i.e. smart phones and/or tablets - are now the most popular platform for interacting with marketing emails, but it's becoming increasingly difficult to turn those opens into clicks, according to a recent report from Campaign Monitor.
The analysis of 6 million email marketing campaigns sent by Campaign Monitor found that 41% occurred on a mobile device in 2013, compared with 28% on a desktop and 22% via webmail.
As with initial email opens, clicks are increasingly occurring on mobile devices as well (33% of total in 2013).
This decreased initial mobile email CTR may partially be due to users' increasingly "triaging" messages on their devices (i.e., opening them quickly then returning later to re-read/interact).
Overall, nearly a quarter (23%) of campaigns initially opened on mobile devices were later opened a second time by consumers (70% on the same device, 30% on a different device).
The analysis also found mobile readers who opened emails a second time from their computers were 65% more likely to click through, indicating that optimizing for both mobile email opens and later desktop interactions can have a significant payoff.
About the research: The report was based on data from 6 million email marketing campaigns sent by Campaign Monitor.