PORTLAND, OR – June 8, 2015 – Mobile clicks now account for 45 percent of all email clicks, a quarterly increase of 10 percent, according to the Q1 2015 Email Marketing Compassbenchmarks report Yesmail released today. While mobile activity typically plateaus or even declines slightly after the holiday season, the first-quarter findings demonstrate a permanent shift in consumer behavior in terms of both the level of activity and device preference. If this mobile activity continues to increase, mobile devices could account for as much as a third of all revenue generated through email marketing by the end of 2015.
Additionally, this latest digital benchmark report from Yesmail, the email marketing solutions provider within Yes Lifecycle Marketing, finds that mobile email revenue grew 12 percent from the fourth quarter of 2014 to the first quarter of 2015. Mobile emails now account for 22 percent of all email-driven revenue, with smartphones driving half that revenue (a 15 percent increase quarter-over-quarter).
“The smartphone has forever shifted the consumer’s path to purchase and has become the new normal for consumers; it’s not just a seasonal trend anymore,” said Michael Fisher, president of Yes Lifecycle Marketing. “By expanding their focus on mobile communication preference, especially via smartphones, marketers can remain in front of this shift in consumer behavior.”
This quarter’s report also found that despite an 11 percent drop in email volume after the fourth-quarter holiday season, open, click and overall click-to-open (CTO) rates remain largely unchanged. However, quarter-over-quarter, mobile CTO increased 8.5 percent, while desktop CTO declined 8.6 percent.
“Marketers are starting to provide customers with a better mobile experience year-round, and the numbers reflect that,” Fisher said. “The lack of post-holiday drop-off in mobile activity means marketers are recognizing that the mobile trend isn’t seasonal. It looks like brands may have turned over a new leaf.”
“Yes Lifecycle Marketing continues to expose trends that transform clients’ marketing strategies, on- and offline,” said Mike Iaccarino, CEO and Chairman, Infogroup. “The findings from the most recent benchmark report illustrate how clients are given the competitive edge with a more comprehensive picture of today’s consumer preferences.”
To download Yesmail’s Q1 2015 Email Marketing Compass report, click here.
About Yesmail Interactive
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.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing is a solutions 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.
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.