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The rise and rise of mobile email marketing

Mobile email marketing popularity statistics

Thanks to Mark Brownlow to alerting us to this via Twitter. As Mark says "However you measure it, mobile email is growing fast".  I thought I'd share the chart since it persuasively makes the case that your email design should work on mobile and you should think about what you're trying achieve through the communications - creating awareness and encouraging later action become more important.

% Emails opened on different access platforms 2011

The source of the data is Sydney-based Email Service provider Campaign Monitor - it's based on 3 billion emails delivered for it's clients in 2011.

Email client usage across desktop, web and mobile 2009 - 2011

% Emails opened on different mobile platforms

The Campaign Monitor data also shows data for different mobile platforms:

Mobile email client market share June 2011

There's a clear message here - iOS dominates, so ensure your email renders well within Apple Mail as well as the 3 usual suspects: Hotmail,Yahoo!Mail and GMail. See all Email client statistics.

How do these figures compare to what you're seeing in your analytics?

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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