In line with their increased popularity during the holidays, tablets were the preferred mobile device for shoppers purchasing as a result of a marketing email in Q1. According to Yesmail’s Q1 Benchmarks Overview, the number of tablet orders as a proportion of all orders placed on a mobile device grew quarter-over-quarter from 64% to 69%. During the same period, the number of smartphone orders decreased by more than 10%. A possible explanation for this inverse relationship could be that it’s easier to view and purchase items on a tablet, where the larger screen facilitates the vieweing experience even without employing responsive design.
The same study—based on Yesmail’s analysis of 5 billion+ emails sent on behalf of clients—shows that consumers received 17% fewer marketing emails in Q1 than they did in the final quarter of 2013. During the holidays, shoppers could prolong browsing and purchasing until they found the best possible offer. By Q1, the overall number of mobile orders went down by 4% for Yesmail clients, likely because the sense of urgency from the holidays died down and consumers were less compelled to complete their path-to-purchase on-the-go via their mobile devices.
As Michael Fisher, President of Yes Lifecycle Marketing, discussed with Loyalty 360, consumers are more empowered than ever and have taken matters into their own hands: “They’re modeling [brand] relationships according to their preferences and expectations.” It’s up to marketers to deliver standout experiences that compel customers to take action with their brand.
For more Q1 benchmarks, download Yesmail’s complete overview.