At some point, most advertisers have utilized email marketing in their arsenal of media platforms for a campaign. With smartphone and tablet capabilities and the growth of consumer adaptation to them, it can be beneficial to know which devices consumers are using to open emails. Knowing this can help a marketer tailor messaging to best fit the consumers’ needs.
According to eMarketer, the company Harland Clarke Digital did some research to see where emails are being opened. The standard desktop computer still holds the lion share of email opens with 55.2%. These opens include both the business to consumer and business to business messages. Following desktop, the smartphone boasts 25% of email opens with tablet earning 7.3%.
Interesting to note is the fact that smartphone and desktop behaviors tend to be more in line with one another than tablet. The study reports that most email opens occurred between 10 am and 4 pm for smartphones and desktops. In contrast, tablets see the most email usage between 4 pm and 10 pm. This can lead to a conclusion that desktop and smartphone usage peaks during the work day hours, and tablets are utilized more at home or at least, after work hours.
While smartphones and tablets are not the primary device in which a consumer accesses emails, both still have a foothold in the market. Therefore, it could behoove marketers to make sure an email blast translates well on desktop, smartphone and tablet formats.