Despite its lack of novelty, email is still massively effective. Just two years ago, email open rates were a healthy 23 percent, and email advertising commanded one of the highest CPMs (cost per mille) of all ad formats. But as smartphones, tablets and other mobile devices explode in popularity, the landscape has shifted dramatically.
This year, email open rates have surged to 31 percent. As more people access email on the go, there is a higher probability that marketers will reach them. But even more impressive is that 44 percent of all emails are now accessed on mobile, compared to 11 percent in 2011. That number is projected to cross the 50 percent mark by the end of the year.