File this under "Who Knew? - Online."
Some research on email click-throughs, reported at the KISSmetrics blog (What Can Sending 2 Billion Emails Tell Us About Mobile Email Habits?)
Here are the strange findings:
- If users open an email on a mobile device, they are more likely to open it a second time than they are to click from their phone or tablet. (8% of people who opened an email on mobile clicked right away, while 23% opened it again later.)
- If the subsequent open happens on a desktop, users are more likely to click. (12.9% of later opens from a desktop converted to clicks, while only 7.8% of later opens from another mobile phone or tablet converted.)
This further emphasizes the complexity of online response behavior.
No matter how many people tell you that mobile is everything and you can start ignoring desktop, don't do it! People live and respond across channels, and if we ignore that, we're going to be left behind.