July 20, 2016: As marketers look to make emails mobile friendly, new statistics show that the efforts are necessary as customers are using their smartphones more often to read marketing emails.
In fact, the “2016 Email Marketing Metrics Benchmark Study” from IBM has found that 49 percent of emails are now read on mobile devices throughout the world.
The study also looked at engagement rates according to how much time recipients look at emails. The majority (53 percent) say they “read” emails, which means they spend more than eight seconds looking over the messages. About 26 percent “glance” at emails, indicating that they spend two seconds on emails.