4 in 10 emails sent are now being read on a mobile device, says Return Path in a new report, up 300% in the past 2 years alone. In fact, that 38% of email opens in the US now occurring on a mobile device surpasses the share of opens using a webmail account on a browser (31%) and via email desktop clients (also 31%).
The report finds that some industries have a higher incidence of mobile email opens than others. Retail (40%), consumer product (38%) and real estate (38%) have the highest rate of mobile opens, while on the other end of the spectrum, 60% of banking-related emails are opened on desktops. The researchers suggest this is likely for security reasons. Read the rest at MarketingCharts.