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.