Mobile To Become Top Medium For Emails

Research from Return Path has concluded that mobile email opens have more than doubled in the past five years. This increase means that, in 2017, more than half of all emails will be opened and viewed for the first time on mobile. The research looked at data from 27 billion different emails sent between May 2016 and April 2017. It was also found that so far in 2017, just 16% of emails have been opened through desktop-installed software such as Outlook or Apple Mail, half the amount that were opened in the same way in 2012. A spokesperson from Return Path said that this information will drastically impact the behaviour of marketers. He said that “knowing how, when, and where your emails are being opened…can help to inform critical decisions about the direction of your email program”.