Mobile clicks accounted for 40% of all marketing email clicks in the fourth quarter of 2014, a 10% year-over-year increase, according to a recent report from Yesmail.

The report was based on data from 4Q14 and 4Q13 marketing emails sent via Yesmail's campaign management platform. The researchers examined year-over-year changes for key metrics such as click-to-open rate (CTO), desktop-to-mobile purchase ratio, average order value, and conversion rate.

Average mobile CTO increased 20% between 4Q13 and 4Q14, and average desktop CTO increased 6%, the analysis found.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji