Study: Over Half of Mobile Email Sales Made on an iPad

Yes Lifecycle Marketing’s Email Compass Report Finds That Mobile Email Users are Closer to Purchase Than Desktop Users

PORTLAND, Ore. – Nov. 12, 2013 – A new report from Yes Lifecycle Marketing, an Infogroup company, finds that 56 percent of mobile online sales originating from a marketing email take place on an iPad. 

Using Yes Lifecycle Marketing’s proprietary After-the-Click tracking technology, more than 5 billion marketing emails sent by the company in the third quarter were analyzed and cross referenced with mobile data. Across industries, over 16 percent of sales driven by email happened on a mobile device. Of those mobile purchases, 56 percent happen on a tablet and the remainder on a smartphone. In the tablet category, iPads account for more than 99 percent of sales.

While the average dollar amount of an order originating from email is lower on mobile devices, revenue per mobile click is almost double that of a desktop click. By device, 82 percent of all email opens and clicks occur on Apple devices. Of smartphone purchases originating through email, 59 percent occur on an iPhone and the remainder on Android. iPads account for 25 percent of all mobile opens and clicks and almost 99 percent of opens and clicks on a tablet.

“Emails opened on mobile have a better chance of reaching consumers at the right place and right time during the busy holiday shopping season,” said Michael Fisher, president of Yes Lifecycle Marketing. “Marketers should recognize that ‘mobile’ doesn’t always equal ‘smartphone.’ Focus on tablet users for holiday campaigns, as 56 percent of mobile shoppers use tablets for their purchases.”

Other mobile findings from Yes Lifecycle Marketing’s Email Marketing Compass report include:

  • The iPhone accounts for 26 percent of mobile email purchases; Android smartphones for 18 percent.
  • The average dollar amount per order driven by email is $9 lower on a mobile device, across industries ($78.96 on mobile versus $88.32 on desktops). For the retail industry, the gap shrinks to $2 ($58.64 versus $61.06).
  • Mobile shoppers are closer to purchase than desktop shoppers. Revenue per mobile click is almost double that of a desktop click ($7.14 vs. $3.26). While mobile emails are clicked less, they lead to purchase more often.
  • Since the last Email Compass Report’s release, the shift to mobile continues to accelerate. The number of email subscribers who view emails exclusively on their mobile device has increased by almost 50 percent. Simultaneously, the number of “hybrid” users, viewing emails on both desktop and mobile interchangeably, has decreased at roughly the same rate, by 50 percent.

To download the full report, “Yes Lifecycle Marketing’s Email Compass: Consumer Purchase Behavior”, click here.

About Yes Lifecycle Marketing
Yes Lifecycle Marketing is a solution provider that brings together multichannel marketing platforms and data, with creative and strategy services honed on the optimization of delivering relevant marketing messages. This gives marketers the ability to source best-of-breed technology and creative and strategy services from a single vendor at a cost-effective price point. For more information, visit www.yeslifecyclemarketing.com.

About Infogroup
Infogroup’s 1,900 employees enable clients – from local businesses to the Fortune 100 – to increase sales and customer loyalty by leveraging our proprietary Data Axle™ of contextually relevant real-time information on more than 235 million individuals and 24 million businesses to deliver the complete spectrum of value added data and innovative targeted marketing solutions. For more information, visit: www.infogroup.com.