Well, mobile marketing, the hot topic of the past few years is entering a new chapter of interest. Knotice have released data covering over 500 million emails in 11 sectors that shows email open rates up to 41% from 27% a year before. This has been done through data mining from huge datasets over extended periods of time to reveal some pretty compelling resuts.
This sounds amazing, it would indicate that the focus for email marketers that mobile is the optimisation platform of choice. Although, let’s think about this in a little more detail and with a critical eye.
Why would this happen? Do we all sit there for hours on end looking into the mass of emails Amazon send us? I doubt it, but what would account for the high opening rates?
Well, basically it’s might be a matter of necessity/being a slight neat freak. As mobile users, most of us hate notifications sitting there. We don’t want to think we have unread email that might be important just sitting there, so we check it, realise it’s from YouTube or something equally pointless.
So basically, we look at the title, open and instantly close just to get rid of the notifications. Let’s be honest, we all like a tidy home screen. This is true of my iPhone (yes I have an iPhone, burn me at the stake) is it true for Andriod as well?
Big data is great, it can give us a real insight into the facts and figures of an ever increasing number of industries but it’s always vital to look into the meaning behind this data. Although the open rate is high, what’s the click through, where’s the conversion? These are things we just can’t ignore. Don’t be fooled by great numbers, data is meaningless without analysis!