The figures do vary from one researcher to the next, but the latest email benchmark study from Experian Marketing Services indicates that fully half of email opens during Q2 occurred only on a mobile device (“mobile-only”). Notably, though, the mobile-only segment represented a smaller share of unique clicks (40%) and a far more insignificant 13% share of transactions, suggesting that while consumers will open emails on their mobile devices, they’re less comfortable using them to click on emails and complete transactions. Read the rest at MarketingCharts.
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