More than 37% of marketing emails are already opened on mobile devices`

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Mobile phones and tablets continue to gradually displace computers as email marketing opening devices and are emerging as a decisive factor to be taken into account by brands in all processes related to this discipline. Splio , a direct marketing company specialising in email marketing, has just published the 3rd Splio Barometer of mobile email marketing openings ; a study carried out in the Spanish market that has become the benchmark for understanding the evolution and revolution that mobile devices are leading in the field of email marketing.

The new Splio barometer, based on 455 million emails sent in Spain, reveals that 37.06% of emails are now opened from mobile devices. This figure has already surpassed 41% in June, and is getting ever closer to the estimate of reaching 50% by the end of the year.

These rates represent a growth of almost ten points compared to the last survey carried out in the second half of 2012, when opening rates were less than 30%.

However, this estimate does not only depend on user behaviour, but will also be largely determined by whether or not email marketing senders adapt their communications to these devices. Not only is how the user views the communication at stake, but also the brand image, customer loyalty and, ultimately, sales in the coming months.

Although mobile penetration and the opening rate 1st name last name malaysia are currently in parallel evolution, it is very likely that this will break in the near future, causing opening rates to continue to rise while mobile penetration stagnates. This is due to different factors, among which the end of mobile subsidies by some operators and the economic situation that the country is going through stand out, which will cause penetration to slow down.

The iPad's advancement as an email marketing reader

Although the iPhone is the device with the highest percentage of email marketing openings, the most notable data from the first half of 2013 is the rise of tablets as a device for opening email marketing. In this category, the iPad is the most used device, with 25.04% of openings. Android tablets are far behind, with only 3%, but that is double the number of openings they had just 6 months ago, which predicts that they will continue to grow in the coming months.