L2’s Intelligence Report: Mobile & Tablet looks at the changing email habits of consumers and whether brands are adapting their email sending tactics. In 2013, mobile email open rates increased by 21% (to 51% in December from 42% in January), but only 48% were viewable on the small screen. However, only 48% of brands send emails that are viewable on the small screen and just 13% send responsive emails. Eighty-three percent of brands in the study send emails that force mobile viewers to view them in the browser.
The 90% of brands that engage in email marketing appear to be focused on desktop, which might not be the best strategy since desktop open rates are declining as opposed to mobile. In 2012, desktop open rates declined by 12% (from 33% to 29%) in 2013. Webmail open rates declined at an even faster pace, by 23% in 2013.