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Mobile has lost ground - and more people are turning on their computers again...

At a time when the world is becoming increasingly mobile, the received wisdom is that the smartphone is king. But the findings in our recently published study shows that in Denmark at least, mobile is actually losing ground in email marketing, and doing so quite significantly.

The data we collated for this research comes from a few billion campaign send-outs, and our study is the only one of its kind with a focus on data purely from Denmark.

But what are the highlights of our findings?

Well, firstly, mobile has lost ground over the past year

Back in 2018, the number of Danish consumers opening newsletters on their smartphone peaked with an average of around 70%. This figure has since fallen to a maximum of 55% for companies with physical stores.

Moreover, the study shows that businesses with physical stores, such as clothing stores, grocery stores and restaurants, manage to hold onto their subscribers far better than companies that make their home exclusively on the internet. In comparison with companies that are found both on and offline, three times as many consumers hit unsubscribe each month for communications from online-only businesses.

More than that, mobile is also where the recipients are most “unfaithful”...

Another interesting trend revealed by the data is the “how and where” of the unsubscribe behaviour that follows the receipt of a newsletter. As mentioned above, there are major differences between physical businesses and purely online stores. But there are also significant differences between the behaviour exhibited on the various devices on which newsletters are opened and read.

Our findings show that in fact there is a much higher risk (one third more!) that a contact will unsubscribe from a newsletter if that newsletter is read on mobile rather than if it’s read on desktop or tablet. A fact that may seem more than a little surprising to many.

Curiously enough, consumers with a tablet are the most likely to stick with you. Here, we see that only half as many unsubscribe, in comparison to if they had opened the same newsletter on a mobile phone. 

And finally, we found that recipients who read their emails on a computer tend to sit right in middle between mobile and tablet where the desire to unsubscribe is concerned.

The figures in our study are based on an analysis of more than 2 billion send-outs to Danish recipients. The percentage figures mentioned in this newsletter all refer to data collated from May 2020. In the study, we focused exclusively on data relating to B2C business, where a company is sending to private individuals, and excluded B2B campaigns.

If you would like to dive further into the numbers, you can watch a webinar here and download slides relating to the study. Please note that the presentation and the webinar is in Danish.

And there’s more...

We will be doing a follow-up webinar on this subject in early July, so be sure to sign-up for that, as space will be limited and slots allocated as usual on a first-come-first-served basis. Please note the webinar will be held in Danish.