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Marketing Email Open Share By Industry, Q2 2015 [TABLE]

By David Erickson | November 25, 2015

Marketing Email Open Share By Industry, Q2 2015 [TABLE]

The common wisdom may be that just about all email is now opened on mobile devices—but depending on your industry, that may be far from the case. And when it comes to click rates, the picture is different again.

North American data from Experian Marketing Services for Q2 2015 showed that overall, 48% of all emails sent by Experian clients were opened on the desktop, while 40% were opened on mobile phones or eReaders, and 12% on tablets.

But variation was significant. In the business products and services industry, for example, 73% of emails were still opened on the desktop—and the tablet open share was just half the average. Publishers, media and entertainment companies and travel firms all had slightly higher-than-average open shares on the desktop, while publishers and travel firms reported clearly lower-than-average open shares on mobile phones.

Posted in Consumer Behavior, Email Marketing, Mobile Behavior, Online Behavior and tagged Benchmarks, Desktop, Email Benchmarks, Entertainment Marketing, Media Marketing, Mobile Email, Retail Marketing, Smart Phones, Tablets, Travel Marketing

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Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Content Marketing Blog or to eStrategy TV. This site is published daily by David Erickson, a veteran marketing professional.

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