2015 is shaping up to be a record-breaking year for email marketing. For the first time, more than a quarter of all email-driven purchases were completed on a mobile device, with smartphones driving over half of mobile orders. In this report, we will illustrate key email marketing trends and share real-life examples of relevant strategies. Findings include:
- Marketers generated more long-term engagement with consumers: the ‘never active’ subscriber segment dipped under 69% for the first time
- The difference in click-to-open rate (CTO) between mobile and desktop continues to shrink: in Q2 it was 19.2% for desktop vs 14.2% for mobile
- Mobile orders made up more than a quarter of all email-driven orders
Learn how major brands like Marriott Rewards and Lands’ End used these trends to optimize their mailing programs and communication strategies.