HomeBlogEmail MarketingThe ultimate mobile email statistics overview: All mobile email stats

The ultimate mobile email statistics overview: All mobile email stats


Smartphones and tablets can no longer be ingnored by email marketers. They represent a massive part all email interactions and revenue. But just how massive? I searched near and far for all (useful) available statistics and compiled the ultimate mobile email statistics overview with insight into the current state of mobile email.

These numbers will keep on changing, almost every day. So I will update them regularly. I last updated in July 2022

Feel free to share these stats with everyone, a link back would be appreciated.

Ultimate mobile email usage statistic

The ultimate mobile email usage stat, this is all you really need:

Ultimate mobile email usage stat:Mobile email will account for 26 to 78% of email opens, depending on your target audience, product and email type. eMailmonday– “the Ultimate mobile email stats” (2021)

Jump to section:
1. Usage and growth of email on mobile
2. Mobile email statistics per Industry
3. Mobile email statistics per Country
4. When and where do we check our email?
5. Mobile email conversion, revenue and purchases
6. Mobile email optimization
7. Historical Mobile Email Stats

Mobile email statistics: Growth and usage of email on mobile

Mobile clients account for 41.6% of email opens, followed by webmail opens at 40,6% and desktop opens at 16,2% – Litmus “The 2021 Email Client Market Share” (Aug 2021). 

The mobile email open rate is 19,04% in Q4 2020, with 17,52 in Q1, 19,15 in Q2 and 18,51% in Q3 2020 – Team ITG “email Benchmark” (2021)

61.9% of email opens occurred on mobile, 9.8% on desktop and 28.3% in a webmail client.Adestra “Top 10 email clients” (July 2019)

About 3 in 5 consumers check their email on the go (mobile) and 75% of say they use their smartphones most often to check email.Fluent “The Inbox report, Consumer perceptions of email” (2018)

Mobile-Email-Read

Email is always read first on mobile for an average of 25,6%. 40% aged 14-18 will always read emails on mobile first, 29% for ages 19 – 34 and 8% of the group of 56 – 67. – Adestra “Consumer Adoption & Usage Study” (2016)

68,9% of recipients view marketing mails on the smartphone 2-3 days per week.250OK and 42labs “What recipients really think about your email marketing designs” (2018)

55% of consumers 56-67 say they will never read email on their mobile first. This is only 18% for the age group 19 – 34. – Adestra “Consumer Adoption & Usage Study” (2016)

More email is read on Mobile than on desktop email clients. Stats say 42% of email is now opened on a mobile device – Litmus “2021 Email Client Market Share” (Aug 2021)

Mobile Email Stats Email Opens Mobile Webmail Desktop 2021

47% of people use a mobile device to check an email campaign on average, while 26,9% uses desktop and 26,1% uses webmail.Vision6 “Email Marketing Metrics Report (Dec 2017)

81% uses a smartphone for regularly checking emails. 21% uses a tablet. Smartphones are the most common device especially for younger individuals (less than 35 years old) and females. – Adobe “Email Use 2017 – US Report” (2018)

40 percent of consumers said that their mobile phone is their primary device for checking email. – The Relevancy Goup “Inbox Evolution: Consumer email marketing trends and behaviors.” (2018)

Over 98 percent reported owning a mobile device of some kind and 86% of consumers reported that they access one or more of their email accounts via a mobile device. – The Relevancy Goup “Inbox Evolution: Consumer email marketing trends and behaviors.” (2018)

Women interact with email for just over a hundred million more minutes per month than the industry average. Per individual, it means that women spend seven minutes more per month on a smartphone checking email compared to men. – UKOM & Comscore data (2016)

Nearly 4m adults do not use a desktop/laptop to access the internet. Younger audiences, females & parents most likely to be ‘mobile only’. UKOM Insights – UK Digital Market Overview March 2017 (2017)

Majority of Email Is Opened on a Mobile Device. According to Kahuna data, 86% of emails in Q1 2016 were opened on a mobile device. – Kahuna “The Kahuna Mobile Marketing Index” (Q1 2016)

Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing” (December 2014)

First Link Responsive Email1

The first link in a responsive design email on mobile has a 30% higher click rate than non-responsive design. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing” (December 2014)

The iPhone is the most popular platform in the mobile email space (28.4%) followed by Apple iPad ( 9.3%) and Google Android (2.3%) Litmus “Email Analytics” (June 2019)

The percentage the percentage of overall opens happening on smartphones has gone up about 7% over the last year. – MessageGears “Mobile Email Engagement Is On The Rise” (2017)

Smartphone click rates are significantly higher than before. More clicks are now happening on smartphones (47.5%) than desktops (41.7%). – MessageGears “Mobile Email Engagement Is On The Rise” (2017)

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Android phone users spent the most time viewing emails. Android smartphone 52,99% of users spent 15 seconds or more viewing each message. Desktop users came in second, with 43,99% spending 15 seconds or more viewing an email. Movable Ink “US Consumer Device Preference Report: Q2 2014” (2014)

The biggest turnoffs people have with mobile email are: Receiving too many (44%), Not relevant (37%), Too small to read and interact with (32%), Website and landingpages not mobile optimized (26%) and Not well formatted for mobile phones (21%) – LiveClicker and The Relevancy Group “Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015)

80-Percent-Of-People-Have-Bad-Feelingst-Mobile-Email-Small

Replies sent from phones are 54% faster than those sent from desktops. Mobile replies have a median reply time of only 28 minutes, followed by emails sent from tablets with 57 minutes and finally replies from desktops with 62. – Yahoo “Evolution of Conversations in the Age of Email Overload” (April 2015)

Work email is 40% less likely to be checked on a smartphone than personal email. 35% checks mobile email on a smartphone, compared to 59% doing so for personal email. Adobe “Email Use 2017 – US Report“ (2018)

Primary Device Check Email Stats

Replies sent from mobile devices are 60% shorter than those sent from desktops. Replies from phones have a median length of 20 words, replies from tablets are 27 words and from desktops are 60 words. – Yahoo “Evolution of Conversations in the Age of Email Overload” (April 2015)

Mobile email per industry

Mobile readership across industries ranges widely. Leisure, Sports & Recreation have the highest
mobile email readership with 60.0%
. Which makes sense for leisure industries as their very nature attracts a younger and literally mobile audience. – IBM Watson Marketing “2018 Marketing Benchmark Report” (2018)

Schools & Education have the lowest mobile email readership with 38.2% percent. – IBM Watson Marketing “2018 Marketing Benchmark Report” (2018)

Mobile Email Marketing Clients Per Industry

TV / Radio / Film, Events and B2C Retail sectors show the highest levels of mobile email consumption. – Sign-up.to “2018 Email Marketing Benchmark Report” (2018)

Education and Training, Online Services and IT show the lowest levels of mobile email opens and consumption. – Sign-up.to “2018 Email Marketing Benchmark Report” (2018)

Email Open Rate Mobile Vs Desktop Signupto

12 of the 29 sectors showed an increase in mobile opens with the largest differences being in the sectors: – B2B Retail (+14.14%) – Sales / Marketing / Design (+13.27%) – Engineering / Manufacturing (+7.56%) – Sign-up.to “2018 Email Marketing Benchmark Report” (2018)

19 of the 29 sectors showed an increase in mobile click-through with the largest differences being in the sectors: – Fashion (+16.79%) – Sales / Marketing / Design (+16.79%) – Health / Beauty / Spa / Wellbeing (+12.08%) – Sign-up.to “2018 Email Marketing Benchmark Report” (2018)

B2C emails get 47,8% more opens on mobile than B2B email, ranking 46% opens on mobile for B2C compared to 24% for B2B. – DDMA “Nationale email benchmark 2018” (2018)

Energy 28,38%, Healthcare 25,75% and Finance 23,70% are the three industries with the highest mobile open rates in the Netherlands. – e-village & Clang “Email benchmark 2018” (Netherlands, 2019)

Mobile Email Opens By Vertical Movable Ink 2015

Mobile Email Trends Per Industry Q4 2015

The majority of email opens occurred on mobile phones or tablets for all industries except business products and services. – Experian “Quarterly email benchmark report” (Q4 2015).

Only multi-channel retailers had 50% or more of their total clicks occurring on mobile phones or tablets in Q4 2015. – Experian “Quarterly email benchmark report” (Q4 2015)

Mobile Open Rates By Industry Dialog Insights

The top 3 industries for average of email mobile open rates in Canada are Media and content distributors with 59.2%, Tourism, hotel and entertainment businesses with 55.1% and Retail trade businesses with 53.2% – Dialog Insight “Mobile email open rates: Are you in the top 3?” (2016).

Emails from B2B companies (32,1%) and communication and marketing agencies (25,1) in Canada have the smallest percentage of mobile opens Dialog Insight “Mobile email open rates: Are you in the top 3?” (2016).

Mobile email stats per country

Nearly half (49.1%) of all emails are read on mobile devices throughout the world, with some regions significantly higher or lower. United Kingdom region continues to have the highest mobile readership at 62.9%, almost double that of Latin America & Caribbean at 31.4%. – IBM Watson Marketing “2018 Marketing Benchmark Report” (2018)

Email Client Usage By Geography Country

Desktop usage remains the highest in North America with Canada at 30.5% and the US at 19.0%. – IBM Watson Marketing “2018 Marketing Benchmark Report” (2018)

More than half of dutch population – over 54% – reads e-mail most often on a smartphone. Spotler – “Nationaal E-mail onderzoek 2019” (2019)

37% of all email campaigns is opened on a mobile in the Netherlands. 63% on desktop in the Netherlands. – DDMA – “Nationale E-mail Benchmark 2019” ( 2019)

60% of mail opens are on mobile devices in the Netherlands. Mobile email is growing in popularity, a year before it was 55,48%. – e-village & Clang “Email benchmark 2018” (2019)
Device Read Email Spotler Email Mobile Desktop Laptop By Age


Email-Opens-Freshmail-Global-Poland

37% email opens are on Desktop, 30% on webmail and 33% on mobile across countries. – Freshmail requested exclusively for “The Ultimate Mobile email statistics overview” (2016)

Poland has a low percentage of people checking email on mobile. With 45% of emails opened on webmail, 30% on desktop and only 25% on Mobile. – Freshmail requested exclusively for “The Ultimate Mobile email statistics overview” (2016)

When and where do people check their email on mobile?

Fluent Inbox Report Checkpersonal Email

59% of respondents check their personal email on the go (on mobile devices), while 65% check their email at home. – Fluent ”The Inbox report, Consumer perceptions of email” (2018)

Fluent Inbox Report Check Email Devices 2018

60% of respondents check their work email on a smartphone and 14% on a tablet, while 57% check their work email on laptop / desktop. – Fluent ”The Inbox report, Consumer perceptions of email” (2018)

Ages 18-34 are more likely to use email on a mobile. 60% aged 18-24 check their work email with a smartphone, 65% checks personal email on the go (mobile). – Fluent ”The Inbox report, Consumer perceptions of email” (2018)

E-mail campaigns sent outside of office hours are more often opened on a mobile device. – DDMA “Nationale E-mail Benchmark 2019” (Netherlands, 2019)

On workdays most emails are opened on a mobile device in the evening between 17.00 and 21.00 (48% of opens on mobile). In the weekend, the number of mobile opens peaks in the morning between 06:00 and 08:00 (with 52% of opens on mobile). – DDMA “Nationale E-mail Benchmark” (Netherlands, 2019)

Adi_Email_Report_Us_9_Emailischeckedalmostanywhere

Americans love to multitask with email. They check email while watching TV or a movie (69%), in bed (57%), and on vacation (79%). – Adobe digital Insights “ADI Email Survey 2016”

A quarter of Americans report checking email regularly right up until they go to bed, with 3% actually gets up in the middle of the night to check messages. – Adobe digital Insights “ADI Email Survey 2016”

Email-App-Use-Mobile-2016

The Late morning is peak time for using email apps on smartphones, based on total time spent. – Google “How People Use Their Devices 2016 – What Marketers Need to Know” (Sept 2016)

Of people using email apps on their smartphone, only 45% use them at home. – Google “How People Use Their Devices 2016 – What Marketers Need to Know” (Sept 2016)

In a given hour when actively using their phone, users interact with 4.8 apps – Google “How People Use Their Devices 2016 – What Marketers Need to Know” (Sept 2016)

How-Often-Check-Email-Smartphone

Nearly 3 in 4 (73%) of Smartphone-first consumers check their email more than once a day, 19% higher than those who primarily check on another device. – Fluent ”The Inbox report 2016, Consumer perceptions of email” (2016)

27% of users that primarily check email on their smartphone, do so as the emails arrive.Fluent ”The Inbox report 2016, Consumer perceptions of email” (2016)

Around the holidays there was a significant drop in desktop engagement as mobile engagement increased. If trends continue into 2016, we’ll see mobile engagement surpass PC engagement by 10-15%. – Mailchimp “A MailChimp Record: 1.2 Billion Emails on Black Friday” (Dec 2015)

Engagement_Device-672X450

Mobile email conversion, revenue and Purchases

31% prefers online shopping on their smartphone, up from 22% a year earlier. With laptop (40%), Desktop (23%), tablet (10%) as devices on which people prefer to make online purchases in the Netherlands. – Spotler – “Nationaal E-mail onderzoek 2019” (2019)

41% of marketers finds that email is the most effective way to get an offer to a consumer on a mobile device while holiday shopping. – Adobe “Adobe digital insights – holiday Shopping Trends” (2019)

Men have the highest conversion rates via mobile email during the afternoon, while women convert highest in the morning. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

Smartphone opens remained strong for both apparel retail and non-apparel retail. Apparel retail saw the highest smartphone conversions (40%) out of all the verticals we monitor. AOV also increased by more than $43 across all devices for apparel retail. – Movable Ink “Consumer Device Preference Report Q1 2017” (2017)

Shoppers spend more on desktops. Desktop conversions gave a 26% higher average order value for apparel purchases, compared to mobile. Non-apparel shoppers spend even more on desktops, 24,3% more per order than on mobile. – Movable Ink “Consumer Device Preference Report Q1 2017” (2017)

After seeing a marketing email, half of consumers (50%) have purchased through mobile websites, 24% through a smartphone app, 35% purchased on a computer, 27% in-store. – Fluent ”The Inbox report 2016, Consumer perceptions of email” (2018)

People with general interest in Shopping have the highest open rates, click rates and conversion rates during the evening.Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

Open-Click-Convert-Mobile-Email

Shoppers have the highest mobile conversion rates via mobile during the evening. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

News Hounds, Entertainment Fans, Travelers and Health buffs have the highest mobile email conversion rates in the morning. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

Milenials, GenXers and Baby Boomers all convert best in the morning hour as far as mobile email is concerned. – Live Intent “The People Behind the Screens: A Marketer’s Guide to Mobile Audiences” (2015)

Dma Consumer Email Tracking-Study 2016 Mobile Purchase

Almost one third (31%) say they use smartphones as the main device to click through and buy. As more websites cater to mobile users with responsive and mobile ready websites, this proportion will continue to increase. – DMA “Consumer email tracking study 2016”

Despite the clear shift towards greater smartphones usage, smartphones remain tricky for completing various tasks that are simple on a desktop. This idea is reinforced by consumer behaviour. If a consumers sees something he or she want to buy on a smartphone, the top behaviour remains waiting until they are on a PC or laptop (31%), followed by going to the shop or website (22%). Only 8% would buy immediately on the phone. – DMA “Consumer email tracking study 2016”

Financial Service customers stick to desktop to convert. Only 15% of financial service customers—the lowest rate of all industries—used mobile devices to buy products and services in Q1. Travel and hospitality emails had the second highest desktop conversion rate at 70%. – Movable Ink “Consumer Device Preference Report Q1 2016” (2016)

Customer-Device-Preference-Email-Conversions

On mobile phones, email marketing generated 26.7% of sales, compared to 20.9% on desktop and 23.1% on tablet. – Custora “E-commerce Pulse Mobile report” (2014)

Email is the second biggest driver of revenue, both on mobile phones and on tablets. – Custora “E-commerce Pulse Mobile report” (2014)

Women have a stronger preference for converting on tablets, with 18% of conversions, compared to 13% for men. Liveintent – “Email Everywhere: Adapting to the Mobile Nature of Email Q1 2014 Report” (2014)

Conversions on phones are 43% for age group 18-20 and only 10% for age group 65+. Email opens on phones are 51% for age group 18-20 and only 13% for age group 65+. Opens and conversions on phones decrease the older the age group is. Liveintent – “Email Everywhere: Adapting to the Mobile Nature of Email Q1 2014 Report” (2014)

Average order value (AOV) for mobile grew by 28% in one year, doubling the annual growth of desktop AOV – Yesmail “Email Marketing Compass: The Season of Mobile” (2015)

With only 20% of mobile clicks from email, the iPad generated 48% of the mobile email transactions making it the highest converting mobile device.- Experian Marketing Services “The 2014 Digital Marketer Trend report” (2014)

The iPhone was the most commonly used mobile device for email opens (68%) and clicks (58%). The iPhone produced 40% of the mobile email transactions.Experian Marketing Services “The 2014 Digital Marketer Trend report” (2014)

Mobile revenue made up 20% of all email-generated revenue, growing by a third in one year. – Yesmail “Email Marketing Compass: The Season of Mobile” (2015)

Android showed 20% of unique clicks on email on mobile devices and 12% of the mobile email conversions. – Experian Marketing Services “The 2014 Digital Marketer Trend report” (2014)

Revenue per mobile email click was 40 cents, more than double that of a desktop click. – Yesmail “Email Marketing Compass: The Season of Mobile” (2015)

Email-generated purchases placed on an Android smartphone grew by almost 50% YoY – Yesmail “Email Marketing Compass: The Season of Mobile” (2015)

Share Of Mobile Phone Time By Function Nielsen

Christmas is a tablet heavy holiday period with 20,10% of emails being read on a tablet. – Movable Ink “US Consumer Device Preference Report: Q4 2013” (2014)

During thanksgiving, 59% of emails are shown on a smartphone. Cyber Monday shows a much bigger percentage of desktop opens than other holidays with 40,15%. – Movable Ink “US Consumer Device Preference Report: Q4 2013” (2014)

47,7% checks their e-mail while watching TV. Making it the 2nd most popular second screen activity just behind websurfing (49%) W3B-report – “Second Screen – Mediennutzung zwischen TV und Internet”(2014)

47.5% of consumers have used their mobile devices to sort through their email before reading them on a desktop.- BlueHornet “Consumer Views of Email Marketing” (2014)

Mobile email optimization

Email Not Well Designed For Mobile

If you are looking to optimize your mail for mobile, be sure to have a look at this collection of free responsive email templates. 
Nearly 1 in 5 B2B email campaigns was not optimized for mobile devices
SuperOffice “The state of B2B email marketing” (Nov 2020)

39% of recipients find marketing emails not well designed for their mobile device. – 250OK and 42labs “What recipients really think about your email marketing designs” (2018)

26,6% of recipients find “how it fits my screen” an important element of email design. – 250OK and 42labs “What recipients really think about your email marketing designs” (2018)

Mobile-Friendly-Email-Design-Jun2016

80% of brands always send emails optimised for mobile and tablet. 12% sends sometimes mobile optimised email, while 8% doesn’t optimise email for mobile devices at all. – e-village & Clang “Email benchmark 2018” (Netherlands, 2019)

Brands hardly optimise email for smartwatches. Of brands only 2% always, and 7% sometimes send email optimised for smartwatches. – e-village & Clang “Email benchmark 2018” (Netherlands, 2019)

23% of emails have a desktop-centric email design in June 2016. Decreasing from 43% in June 2015 and 60% in June 2014. – Litmus and Salesforce Marketing cloud “2016 Mobile-Friendly Email & Landing Page Trends” (2016)

Mobile-aware email design makes up 27% of emails in June 2016. Increasing from 15% in June 2015 and 15% in June 2014 – Litmus and Salesforce Marketing cloud “2016 Mobile-Friendly Email & Landing Page Trends” (2016)

Responsive email design usage has increased to 50% in June 2016. This was 41% in June 2015 and 26% in June 2014 – Litmus and Salesforce Marketing cloud “2016 Mobile-Friendly Email & Landing Page Trends” (2016)

73% of marketers are prioritizing optimizing email for mobile devices – Econsultancy “The Email Marketing Industry Census 2017” (2017)

On average 47% will use their mobile device to sign up to receive marketing emails. 72% do this online and 40% has done so in store. – DMA “Consumer email tracker 2019” (2019)

Younger customers are much more likely to sign-up overall, and via mobile in particular. – DMA “Consumer email tracker 2019” (2019)

Mobile Email Signup Behavior

32% of marketers say they preview emails in various email clients and browsers, including mobile before sending. “The State of Email Marketing by Industry 2016” – Getresponse (2016)

Only 17% of marketers use Responsive email design or employ device detection coding. “The State of Email Marketing by Industry 2016” – Getresponse (2016)

Use-Of-Responsive-Email-Design-Sector

Click to open rates are 40% higher for brands that send exclusively responsive emails (14.1%) versus brands that only send non-responsive emails (10.1%). – Yesmail “Email Marketing Compass: The Season of Mobile” (2015)

66% of marketers claim to have implemented mobile-optimized templates. However, only 18% of marketers have templates that support dynamic content, which enables you to personalize each email. – Getresponse “The State of Email Marketing by Industry 2016” (2016)

51,6% of the E-commerce mails from the top 20 ESP in the United States are sent with responsive design, 48,4% are non-responsive. – Publicare “The Publicare Email Marketing Benchmark” (2016)

Responsive-Design-Per-Esp

The adoption of responsive email differs per ESP. In ecommerce Hubspot (81,9%) Mailchimp (78,1%) and Klaviyo (75,4%) are the ESPs that send the highest rate of responsive emails. – Publicare “The Publicare Email Marketing Benchmark” (2016)

72% of enterprise email marketers say they are using Responsive design, 27% say they plan or would like to. – Forrester Research “Global Email Marketing Customer Reference Online Survey” (2014)

Thirty-seven percent of all emails deployed in Q4 2014 were responsive, a 28% increase from Q3 2014. – Yesmail “Email Marketing Compass: The Season of Mobile” (2015)

Inconsistent-Mobile-Email-Experience-Litmus

48% of B2C brands has both mobile-friendly promotional emails and mobile-friendly website. – Litmus “Inconsistencies in the Mobile Subscriber Experience” (2015)

37% of B2C brands has a mobile-friendly website, but does not have mobile-friendly promotional emails. – Litmus “Inconsistencies in the Mobile Subscriber Experience” (2015)

When marketers optimize their messages for mobile, they go for an entirely responsive email design (average of 69.77%). – flexmail “Email barometer 2015 – 2016 report Belgium” (2016)

30,23% optimized for mobile either by increasing text and button size or adjusting current designs to one column – flexmail “Email barometer 2015 – 2016 report Belgium” (2016)
Results-Mobile-Email-Optimization

57,41% of marketers in B2B and 41,03% in B2C did not know what impact optimizing their email design for mobile has on their results. – flexmail “Email barometer 2015 – 2016 report Belgium” (2016)

Optimizing for mobile had a positive impact on the results of email campaigns for 40,74% of B2B marketers and 38,46% of B2C. – flexmail “Email barometer 2015 – 2016 report Belgium” (2016)

Desktop centric design is predicted to be less popular than responsive in December 2014, with only 30% of emails focusing on desktop first.Exact Target “The growing adoption of mobile friendly design” (2014)

Mobile-Email Ugly

71,6% of consumers will delete emails if they don’t look good on mobile, while an average of 10% will read it anyway. – Adestra “Consumer Adoption & Usage Study” (2016)

15.5% of smartphone users aged 56-67 use their device smartphone the most for email (personal or business). – Adestra “Consumer Adoption & Usage Study” (2017)

Email is the primary smartphone activity for 10,3% of people aged 19-34, – Adestra “Consumer Adoption & Usage Study” (2017)

83,8% use their smartphone for Personal email, 34,0% use their smartphones for business email. – Adestra “Consumer Adoption & Usage Study” (2017)

45% of consumers have unsubscribed from promotional emails because the emails or website didn’t work well on their smartphoneLitmus and Fluent “2016 Mobile-Friendly Email & Landing Page Trends” (2016)

34% of consumers have marked promotional emails as spam because they didn’t work well on their smartphoneLitmus and Fluent “2016 Mobile-Friendly Email & Landing Page Trends” (2016)

52% of marketers has adapted a simpler email design that renders well on all devices – eConsultancy – “Email Marketing Industry Census” (2015)

If an email does not display correctly, 71,2% will delete it immediately. BlueHornet “Consumer Views of Email Marketing” (2014)

52% of marketers created a mobile responsive email template – eConsultancy – “Email Marketing Industry Census” (2015)

32% of marketers optimizes for mobile by using pre-header text for promotions, 28% has mobile optimized subject lines. – eConsultancy – “Email Marketing Industry Census” (2015)

Mobile-Email-Strategies

41% of brands send mobile friendly emails, however 75% use mobile friendly landingpages – ExactTarget “Mobile Friendly disconnects” (2014)

73% of brands that email at least daily send mobile friendly email – ExactTarget “Mobile Friendly disconnects” (2014)

37% of brands that email less than daily send mobile friendly email – ExactTarget “Mobile Friendly disconnects” (2014)

Respondents are split about the most annoying aspect of reading emails on smartphones roughly 20% mention one of not being optimized for mobile, having to wait for images to load, having to scroll too much, or the font being too small as the most annoying. Adobe “Email Use 2017 – US Report” (2018)

Reduce (30%) and Hide (26%) are the most popular mobile email design tactics for navigation bars. Reducing the number of nav items or hiding the navigation completely in retail emails when opened on mobile. – StyleCampaign “Responsive email navigation” (2014)

Top to bottom (16%) and Shift (16%) are often used design patterns for mobile navigation bars. Moving the navigation from top to bottom or shifting them into place below logo instead of next to it when opened on mobile. – StyleCampaign “Responsive email navigation” (2014)

Party disclaimer:

Be sure to share at parties, but know that there are multiple ways of measuring the number of opens and market size of mobile email. You could measure all opens, unique opens or opens during a period of time (e.g. during a month)

Also the the average use of email on mobile devices isn’t the same as the use of mobile email for your target audience or email list. The only discussion and party safe mobile email stat, compiled out of all stats available is noted below.

Ultimate mobile email usage stat:
Mobile email will account for 26 to 78% of email opens, depending on your target audience, product and email type. eMailmonday– “the Ultimate mobile email stats” (2021)

Historical Mobile Email Statistics

Below is an overview of the mobile email stats from gone years, either too old or already replaced by newer versions of the same research.
Most aren’t valid anymore, in no way whatsoever. Mobile email has developed so fast. But they do give a unique perspective on how things used to be. Have fun looking into the past of mobile email:



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