Email Click-to-Open Rates By Industry, Q2 2012 [CHART]
49% of email opens happen on a mobile device, says Yesmail Interactive in a new study examining more than 5 billion emails it sent during Q2. But while mobile opens become increasingly widespread, interaction levels on mobile devices lag comparable rates on desktops by a considerable margin. In fact, across 11 industries analyzed, the click-to-open (CTO) rate for emails opened on desktops was roughly double the rate for those opened on mobile devices (22.6% vs. 11.1%).
The gap was particularly high for the financial services (10.8% desktop; 2% mobile), marketing and advertising (11.7% desktop; 3% mobile), B2B (21% desktop; 7% mobile), and technology (11.5% desktop; 4% mobile) verticals. By contrast, the consumer services industry saw more similar rates (30.4% desktop; 19% mobile). Healthcare marketers enjoyed the highest desktop CTO rate (41.6%), and were narrowly edged out for the highest mobile CTO rate (18%). Read the rest at MarketingCharts.