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How engaged are different devices with emails?

Behold — email marketing isn’t dead folks!

Digitalisation has impacted every sphere of life.

From making life more advanced to causing security issues, digital tools are a mixture of good and bad at the same time.

At present, people of all generations are addicted to using their mobile phones — life without it would be unimaginable.

According to the Ericsson Mobility report, the use of smartphones and the traffic each phone generates are likely to witness an annual growth rate of 15 per cent and 20 per cent by the year 2020. These numbers are not shocking based on the present scenario.

Even businesses are developing more and more apps to better connect and engage with their audience. From mHealth apps to shopping apps, B2B and B2C companies across various industries are leveraging mobile phones to increase traffic to their website.

Especially in the healthcare industry, the use of smartphones has seen a considerable increase in the recent past. Patients are using mobile apps to book doctor’s appointment, order medicine online, and chat with physicians about their health issues.

This increasing trend of mobile phone usage has been impacting email engagement also.

People have shifted from using a PC to a smartphone when it comes to checking emails. Hence, with this changing situation, email marketers are trying to find out how mobile usage is impacting email engagement rates.

To answer this, MailChimp developed a report based on the analysis of a set of email addresses from their database. They collected the send and click rate of the emails sent to these addresses to find out which preferred device impacts email engagement.

Percentage of email addresses for each device type:

Percentage of email clicks based on the type of device:

Percentage of total and unique click rates by device type:
When it comes to the percentage of unique click rates, PCs and tablets share the same 3.8 per cent while mobile lags behind with 2.7 per cent.

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On the other hand, PCs are leading with 6.7 per cent of total click rates as compared to tablets (5.6 per cent) and mobile (3.9 per cent).

Click rate by link depth of different devices:
The click rate based on link depth also differs in every device.

Here is a representation of the statistical findings of the click rate of different device type based on link depth.

Unique and total click rates of responsive templates by device type:
The responsiveness of an email template affects the unique and total click rates of every device.

The below bar graphs throw light on the statistics based on which one can identify the difference in the performance of each device.

Email campaigns in the medical, dental & healthcare industries witnesses an average open rate of 22.76 per cent and a click-through rate of 3.07 per cent.

This study states that email marketing generates new business for any industry.

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However, to get the results as per the study, we need a few more quality resources such as quality email lists, targeted email lists, old and trusted email account to reach the inbox.

Quality email lists
Having quality email lists is necessary for an email marketing campaign to achieve a better success rate.

If we don’t have quality email lists the bounce rate increases, resulting in email providers marking your email address as spam.

Targeted email lists
To reach the targeted audience, niche-based email list completely necessary.

If we are sending emails to the nontargeted audience who are not interested in your products and services — they may mark your email as spam and less ROI.

Trusted email account
People usually train new email accounts to make sure emails can hit the inbox of the targeted audience.

I have seen people using PowerMTA as SMTP software to send bulk emails.

Conclusion

I have heard a lot of people say email marketing is dead in 2019. Every year, someone will come by with these thoughts — but I strongly disagree.

Email marketing grows more year by year.

Image Credits: nexusplexus

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