NEW YORK: Email click-to-open (CTO) rates on desktop and mobile are converging, research has shown, as consumers become increasingly comfortable interacting with such communications on smaller screen.

The Q3 2015 Email Marketing Compass benchmarks report, from email marketing solutions business Yesmail, found that the desktop CTO rate had fallen from 23.8% in the third quarter of 2014 to 18.0% in the same period in 2015.

For mobile devices, however, the CTO rate climbed from 12.1% to 13.7%. "Mobile is no longer desktop's little brother," it said.

Further, the ratio of mobile clicks to all email clicks increased by nine percentage points over the past year, from 37.7% to 46.7%, as consumers became willing to not just open emails on smaller devices but to act on the contents.

"Given the consistent increase in mobile engagement and the trend towards multichannel shopping, smart marketers will create more personalised and responsive email content, integrated with other channels such as SMS, social media, and web," the report said.

The subtitle of the report – The Year of the Smartphone – indicated where the growth within handheld devices was coming from.

"For the second consecutive quarter, smartphone revenue is driving over half of the mobile revenue, and this number continues to grow," it announced.

So, while smartphone revenue had seen a quarter-on-quarter increase of 6.1% and a year-on-year rise of 36%, tablet's share of mobile revenue had declined 5.9% for the quarter and 26% for the year.

Another sign of the power of mobile was that more people now open emails only on mobile (50%) than they do on desktop (42%); the remainder open emails on both.

Data sourced from Yesmail; additional content by Warc staff