Q4 is a crucial time frame for brands to prove their marketing chops, and the heat was on (literally and figuratively) during the holiday season in 2013 since it was six days shorter than usual. For consumers, this meant a condensed shopping window and greater reliance on convenient mobile devices.
This was a boon for marketers who rely on email as a revenue-driver: in the final quarter of the year, mobile revenue jumped by 52%, nearly triple that of desktop (18%). Mobile conversions, defined in a new Yesmail report as purchases completed due to an email click, also increased by 23%. This outpaced the increase in desktop revenue, 11%, by more than two-to-one.
While these types of lifts were expected during the holiday season, they're especially significant since the jump in mobile revenue and conversions could indicate that consumers are becoming more comfortable making purchases on their mobile devices. From a marketing standpoint, it could mean that brands felt even more pressure during the holidays to implement mobile-first digital strategies that commenced with email. Tactics could include:
It’s important to note that this mobile path-to-conversion (purchase or otherwise) is not limited to smartphones. In Q4 2013, tablet orders made up three in five mobile orders, a 65% increase quarter-over-quarter. Many consumers were gifted tablets during the 2012 holiday season, and it seems like many of them used these devices to do their own holiday shopping the following year. As 2014 continues, we’ll be monitoring consumers and their evolving preferences.