Email marketing services

2013 was the year with the highest growth in mobile email marketing opens. This is the main conclusion drawn from the new Splio Barometer of mobile email marketing opens, the fourth in its series. With the data from this study, the inexorable advance of mobile devices as devices for opening marketing emails, which we had already announced, is confirmed. The 4th Splio Barometer, which we carried out based on 527 million emails sent in Spain from our EmailForge4 platform, reveals that 48.35% of opened marketing emails are already read from mobile devices. This rise of mobile devices (smartphones and tablets) as media for opening emails is a phenomenon that has been clearly observed during the last two years. In this time, there has been a shift from the supremacy of the computer as the opening device in 2011 (with 89% of opens, compared to 10.6% done from mobile) to a progressive increase in mobile as an opening medium until reaching current parity. It is noteworthy that, as we saw in a previous post, in November 2013 the figure for mobile email marketing opens even exceeded 50%. The rapid increase in email opens on mobile devices has made 2013 the year with the highest growth in the percentage of emails opened on mobile (from 28.45% recorded at the end of 2012 to 48.35%). This growth is determined by the increase in the penetration rate of smartphones and tablets in the Spanish market, and above all by the increase in mobile internet use: 63% of internet users in Spain connect via mobile and check their devices an average of 150 times a day, according to the recent report by Fundación Telefónica, The Information Society in Spain. iPhone loses the lead Regarding which mobile devices are most used to open marketing emails, the iPhone is dethroned by mobile phones with the Android operating system, which records percentages of 37.10%, 1.83 percentage points more than iPhone (34.48%). As for tablets, iPad continues to be by far the most used device, capturing 22.08% of email marketing opens done on mobile devices, despite a slight drop compared to the previous semester. Main conclusions · Spain is an advanced market in the adoption and use of mobile devices, but it is not yet a mature market in terms of corporate commitment to optimizing emails for mobile devices. · 2014 is expected to be the first year in which users use mobile devices more than computers to open their emails. Rates will be slightly above 50% in the first months and experiencing a constant rise, although not at as fast a pace as in 2013. · The growth rate of mobile email marketing open rates will also depend, likewise, on whether companies commit or not to optimizing their emails for these devices. · Companies that do not commit to optimization will soon be sending emails that only a minority of their recipients will see correctly, and this will inevitably affect sales and customer loyalty. · Among mobile devices, Android is the most used device followed by iPhone. For this 2014 it is foreseeable that this difference will remain. · iPad remains the leader in email marketing opens on tablets, with values above 20%, followed very far behind by Android Tablets. In the coming months iPad will maintain a figure close to that 20%, while Android Tablets will gain some ground, reaching over 8% of opens by the end of 2014. · The role of tablets will prove increasingly crucial in email marketing, although they are not expected to surpass the open rates found in Android and iPhone smartphones. · In 2014 it will also be necessary to pay close attention to possible changes that email providers may carry out. New changes are expected in the main ISPs (Hotmail, Gmail, Yahoo, etc.) and these will seek an improvement in the user experience on mobile devices. · Mobile optimization of emails is today essential for any business, whether or not email marketing is its main source of communication. The consumer is multichannel and makes no distinction between channels, and the online marketing strategy must adapt.