CHICAGO – Aug. 31, 2015 – For the first time, more than a quarter of all email-driven purchases were completed on a mobile device, according to Yesmail, the email solutions provider within Yes Lifecycle Marketing.
Yesmail’s latest quarterly benchmark report, the Email Marketing Compass also found that smartphones drove 54 percent of all mobile orders from email. As order values increase year-over-year, this is in step with predictions that mobile would make up a third of all email-generated revenue by the end of the year.
“Mobile purchasing has become a major part of consumers’ routines,” said Michael Fisher, president, Yes Lifecycle Marketing. “Now more than ever, marketers must make emails mobile-actionable by understanding how consumers use their mobile devices, what calls-to-action they are most likely to respond to, and how geolocation and time of day impact their interactions with brand messages.”
Yesmail’s findings indicate that marketers have improved their subscribers’ mobile experiences. In Q2 2015, half of all emails were responsive, up from 28 percent from the previous year, a staggering 75 percent year-over-year increase.
Overall, Yesmail’s benchmark report indicates that the second quarter of 2015 was a time of firsts, and marketers are continuing to adapt to the mobile consumer. Additional findings from the study include:
- Consumers opened an average of four brand emails per week, the highest number of emails per opener recorded.
- Mobile click-to-open (CTO) increased 18 percent year-over-year and almost 30 percent since the second quarter of 2013.
- Meanwhile, desktop CTO continues to decline, decreasing 15 percent year-over-year.
“Brands are making huge strides to engage consumers through mobile,” said Michael Iaccarino, CEO and Chairman, Infogroup. “While this report demonstrates that marketers are doing a better job of catering to consumers’ changing behavior, the next step to developing truly engaging experiences is working with companies like Yes Lifecycle Marketing to create dynamic cross-channel strategies to ensure consistent and complementary brand communications.”
To download Yesmail’s Q2 2015 Email Marketing Compass report, 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. To learn more about how Yes Lifecycle Marketing can help you improve your lifecycle marketing capabilities and increase the ROI of your marketing programs, call 1-877-937-6245, email firstname.lastname@example.org or visit www.yeslifecyclemarketing.com
Yesmail, Yes Lifecycle Marketing’s email marketing solutions provider, powers intelligent customer interactions. We define ourselves by a better caliber of technology, unmatched insights, and skilled services experts that help our clients get to ‘YES’ sooner with their customers. As a leading email services provider, we seamlessly integrate email, mobile, web, and social channels, enabling the world’s best known brands to use data-driven insights to create meaningful connections with their customers in real-time. For more information, visit www.yesmail.com.
Infogroup is a marketing services and analytics 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 235 million individuals and 24 million businesses, which is distributed real-time to our clients. For more information on Infogroup's marketing and data solutions, visit www.infogroup.com