Email open rates improved with smartphone use

01/08/2015 // West Palm Beach, Florida, US // JusticeNewsFlash // Justice News Flash // (press release)

U.S. – Smartphones and other devices that allow people to access email communications on the go have impacted email open rates. As reported by WebProNews, the rates at which consumers open their emails increased in North America by 6.5 percent in 2014 studies show.

Research by Return Path from December shows that an estimated 62 percent of emails were opened via mobiles devices. A reported 21 percent were opened on desktops.

Epsilon’s Judy Loschen is quoted by WebProNews as stating, “As consumers rely more heavily on mobile devices and engage frequently with email in this format, marketers need to get smarter with their digital strategy and more targeted with their communications.”

Loschen further adds, “Mobile devices make it easy for consumers to read their messages on-the-go, yet they’re less likely to click and purchase due the mobile experience. With this in mind, there are strategies and tactics marketers can implement into their email marketing program to help increase click-through rates.”

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