2016 was the first year in which the majority of email marketing was opened on a mobile device.

There’s some variation in the numbers. Litmus has measured mobile opens at 56%, Kahuna puts the number at 86%, and here at Playable, we really like digging into the data, and we’re currently seeing mobile opens vary between 50% and 80% depending on time of day, day of week, location, audience and market.

This is a rapid increase since the start of the decade, when email marketing was born-desktop and mobile devices accounted for less than 10% of email opens.


By the end of the decade, it’s predicted that over 90% of all email marketing will be opened on a mobile device.

Playable sees the impact of this trend happening right now, as email marketing turns the corner into a mobile-first discipline, and adjusts its approach to engaging audiences that are significantly different in many ways.

Stay tuned for our next blog post which looks at how email marketing content is evolving to better engage it’s newly mobilized audience.