Email On Mobile: Detailed Email Statistics By Device

06 June 2013

Where are YOUR email opens happening?

There are a lot of statistics indicating that increasingly more emails are being opened on mobile devices. The number varies depending on the industry and type of message, ranging from 15% to 60% or more. Jordie van Rijn @ eMailMonday published a detailed blog post on mobile email statistics with a lot of data from different sources.

Email Monday article on mobile email stats

Industry averages help you understand overall trends, but you need to know what exactly is happening with recipients of your emails. What device are your customers, prospects, followers, etc. using to open your emails? Are they opening on more than one device? And where are they clicking the most? Good answers to these questions can help you fine-tune your messages and achieve a better ROI.

Email activity on mobile devices: overall stats

First, in MailUp you can get an overall idea of email activity on mobile devices by using the “Device Report” under the “Statistics” menu (see the User Guide for details).

It allows you to select a date range, and see where recipients are more likely to open/click on a message. For example, we recently looked at our own MailUp account, and found that – as of right now (June 2013) – around 28% of our recipients typically open or click on a mobile device.

Are your recipients on a mobile device? MailUp shows you a quick summary of recipient activity by device.

Message-specific mobile stats

How about specific messages? In MailUp, you can find detailed statistics on what device recipients are using to open and click:

  • How many of your recipients are on mobile devices? This can help you determine how important it is to work on a truly mobile-optimized layout for your messages, for example.
  • Do they open or click more or less than the others? This can help you understand if there are potentially issues with reading your messages on a mobile device.

When you access detailed message statistics in MailUp, you will be able to see opens and clicks from both device or operating system.

Here’s an example of stats for a recent message we sent out. It looks like 10% of opens happened on an iPad, for example, and 18% on an iPhone. We can assume that the recipients targeted in this mailing are big Apple fans, because Android only accounted for 2% of opens!

Email opens by mobile device

Note that the total number of opens is higher than 100% because we now, officially, live in a multi-device world. The same person (a big fan!) might open the same message on their laptop, smartphone, and tablet.

Here’s an example of stats for a recent message we sent out, by operating system.

Oens by operating system

These and many other statistics are ready available to  you in your MailUp admin console. You can find them under the message-specific detailed statistics (“Segment opens” and “Segment clicks”).

This article was written by

Massimo Arrigoni

Massimo Arrigoni

Chief Product Officer

As head of products at MailUp, I spend my days (and nights) thinking of new tools that can help marketers get the job done more effectively. In MailUp 9, for instance, we just introduced a new way for our users to collaborate on email campaigns. With beefree.io, we took our drag-n-drop email editor and turned into a stand-alone, embeddable plugin. The objective is to create tangible value, gather feedback, and push real product innovation based on it.

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