Recipients View Email Across Variety of Platforms, Devices

Many recipients access their email messages from mobile and software-based email programs — not just web-based ones.

This finding comes via a report from Pivotal Veracity, an email delivery auditing and optimization company. The report is based on results from email marketing campaigns tracked using its MailboxIQ technology.

Ten percent of consumers open email on mobile devices, according to the report. What’s more, 88 percent of B-to-B email recipients open their email using software-based email programs such as Outlook 2003 or XP, and 43 percent of B-to-C email recipients do so as well.

While marketers may send email messages to addresses that say or after the @ sign, many recipients open them using software-based programs such as Outlook, Apple Mail or others, the report concludes.

Insight into recipients’ folders also is analyzed in the report. Almost 2 percent of B-to-B senders’ email messages are opened in personal folders, compared to 0.9 percent for B-to-C senders.

Target Marketing covers all direct response media, including direct mail, e-mail, telemarketing, space advertising, the Web and direct response TV, and gives readers insight into such subjects as using databases and lists effectively, acquiring new customers, upselling and cross-selling existing customers, fulfillment strategies and more. The publication was acquired by Adweek in September 2020.
Publish date: October 16, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT