While mobile email opens appear to be plateauing at 49% of all email opens - a 1% decrease from last year - apparel companies are still seeing the highest mobile open share; well above the average of industries studied by Return Path, an email intelligence firm.
Mobile Marketer reports that usage reached 50% of all email opens for the first time in November 2013 and continued to dominate throughout last year’s holiday season. This year, however, mobile opens started to decline in January, reaching it's lowest point in May.
The exception? The Apparel Retail industry.
Consumers opened 60% of emails from apparel retailers on a mobile device. This is good news for retailers, as mobile email opens lead to mobile browsing, aiding mCommerce conversions. And while mobile retail sites receive a wider audience, app users are spending more and converting at a higher rate. Over 42% of current mCommerce sales come from mobile apps, and this is only growing.
Retailers can leverage their mobile reach on email by deep linking to their commerce app in every email campaign and promotion. The audience is halfway there - a simple swipe of the thumb can take them all the way.