Mobile accounted for a majority 52% of email opens in Q3, up from 49% in Q2, says Yesmail Interactive in its latest quarterly “Email Marketing Compass” report. Despite mobile email clicks growing quarter-over-quarter, mobile represented an undersized 35% of all clicks, as click-to-open (CTO) rates continued to lag compared to desktops. This was true across each of the 12 industries tracked, and even as the percentage of active subscribers viewing on both mobiles and desktops fell substantially during the quarter.
It’s possible that “hybrid” viewers may have first read on a mobile and then later clicked on a desktop. The significant decline in “hybrid” viewing (from about one-third of active subscribers in Q2 to about 14% in Q3), as subscribers shifted to mobile-only viewing, may have been the cause of lower click rates overall in Q3. Read the rest at MarketingCharts.