Market size and trends
97% of consumers view their mail at home , 46% also at work [ Source: DMA , October 2012 ]
34% of consumers choose to have at least 6 emails a day from brands they trust [ Source: DMA , October 2012 ]
35% of British consumers have 2 email accounts [ Source: DMA , October 2012 ]
Access to email
Until 2012 , according to the Direct Marketing Association despite more than half of UK consumers possess a smartphone, desktop represented the main access to the email.
Even the open rate and CTR seems very very different depending on the device: 28% of emails are opened by mobile devices, but the CTR is still only 10% , against 27% from the desktop.
These statistics give us a clear signal of the importance of mobile email marketing and how necessary to build an ad hoc strategy for email marketing on iPhone , iPad and Android (among the first 5 clients used ) .