In the era of mobile devices, it is not surprising that it is believed that practically any email will be opened automatically from a smartphone. However, a new study shows that, depending on the industry in which we launch an email marketing campaign, this statement could be far from true.
Likewise, with regard to the click-through rate, one of the most important metrics to take into account in this type of strategy, the panorama that we can find is, again, changing depending on the type of communication and the sector in which it is used. the campaign is carried out.
This is demonstrated by the data collected by Experian Marketing Services in North America, relative to the second quarter of 2015. 48% of all emails sent by Experian customers were opened from a desktop computer, while 40% were consulted through mobile phones or electronic books and 12% from tablets.
The differences become even more noticeable if we make a comparison between the different industries. In the business sector, for example, 73% of emails are still consulting through a computer of desktop – while the aperture ratio is reduced from tablets to Half-. Publishers, media, and leisure and travel companies had a slightly higher than average open rate for desktops, while it was precisely publishers and travel companies that recorded a below-average open rate on mobile devices.
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Experian also paid special attention to the click-through rate, a rate that indicates not only Malta Email Address that the recipient has opened the message, but has also interacted with it. On average, 62% of clicks occur on computers (14 points above the open rate). For its part, the ratio from mobile phones amounted to a modest 30%, as opposed to 40% from openings. In each of the industries studied, the computer continues to be the most effective vehicle for achieving good results in a mailing campaign.
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For companies specialized in B2B (business-to-business), 81% of clicks still occur from a computer, while only 13% come from a mobile device. In the publishing, consumer, communication and entertainment sector,
the computer continues to be the preferred instrument for consulting the inbox, while the mobile lags behind, with ratios below the average.in many cases we deal with unknown people, so through that email they will have a Buy Leads first impression of you or your company. Many companies use email marketing to create brand image and be in communication with their customers.
