CHICAGO (Sept. 12, 2016) - Thirty-two percent of email-driven revenue came from a mobile device in Q2 2016, jumping 32 percent year-over-year and 80 percent over the past two years, according to new data from Yes Lifecycle Marketing’s cross-channel marketing platform, Yesmail360i.
In the Q2 2016 Benchmark Report: Day of the Week Email Performance, Yes Lifecycle Marketing also revealed that 42 percent of all email-generated orders came from mobile devices, a 26 percent increase year-over-year. In Q2, over half of email clicks (53 percent) came from a mobile device, a significant increase from 2013 when mobile accounted for less than a third of all email clicks.
Despite this growth, mobile click-to-open (CTO) rates took a hit over the last year, dropping from 14.2 percent in Q2 2015 to 12.1 percent in Q2 2016, which is a 15 percent decrease. According to Michael Fisher, president of Yes Lifecycle Marketing, this could be due to the slowing adoption rate of responsive design, changes in image hosting, and other external factors.
“Mobile rules in email marketing, but marketers still have a long way to go,” said Fisher. “To fully capitalize on mobile emails, marketers can make simple adjustments to their existing strategies by incorporating responsive design, triggered campaigns and experimenting with innovative tactics like geo-targeting or beacons. In doing so, marketers will increase mobile engagement and overall conversions even further.”
The report also revealed the proportion of mobile clicks to desktop clicks has grown by 15 percent since 2015. While more email orders took place on desktop than mobile (58 percent vs. 42 percent), mobile is catching up: mobile email orders are up 86.3 percent over the past two years.
Other findings include:
- Mobile revenue now makes up almost a third of all email-driven revenue, up 80 percent since 2014.
- Orders placed on a smartphone now make up over 30 percent of all email-generated orders, while orders completed on a tablet account for just 11 percent.
- Three-quarters of mobile orders were placed on a smartphone, a major increase from 2014 when that number was just 44 percent.
“Mobile continues to drive the majority of consumer interactions and bring in high revenue,” said Michael Iaccarino, president of Infogroup, parent company of Yes Lifecycle Marketing. “For those already embracing mobile, taking the next steps to increase engagement through innovative technology, like what Yes Lifecycle Marketing has to offer, is key.”
For the full results, download the Q2 2016 Email Marketing Compass here.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email email@example.com or visit www.yeslifecyclemarketing.com.
Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients. For more information, visit: www.infogroup.com.