Email marketing is changing and is largely driven by smartphones and devices. Here are some of the interesting data points – though mostly for US consumer devices, but India data won’t be too different in the next 1 year.

• 2 out of 3 e-mails are opened on smartphones which clearly indicate the popularity of smartphones.
• 45% of mail opens in Q2 2014 was on smartphones while the number increased to 48% in Q3.
• Desktop saw 34% mails being opened on it in Q3 2014
• 14 of the 50 states in USA showed a leaning towards desktop preferences while 6 new states showed preferences towards smartphones in Q3 2014.

• Tablet usage has picked up by the day in Q3 2014. These gains were however at the expense of desktop computers.

• iPhones and iPads saw 59% of all mail opens in Q3 2014 which is an increase of 4% over Q2 2014
• Android stood at a steady 6% while Blackberry, Windows and Kindle Fire held 5% of all mail opens.

• Desktop user stay longer on emails while tablets topped when it came to speed from mail open to click through.
• Of the other 36 states that was not inclined towards desktop, 11 states showed high preference to mobile devices.
• Smartphones were device of choice when it came to retail apparel, retail non-apparel, media/entertainment/publishing etc.
• Desktops were preferred in automotive and financial segments while both desktops and smartphones were a choice for travel and hospitality.

• Desktops topped when it came to email read length which was followed by smartphones and then came tablets.
• Automotive related emails had the longest read length, followed by financial services, media/entertainment/publishing, travel and hospitality, retail apparel and retail non –apparel, in that order.

– Link to the report.