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.
Below, additional key findings from the report.
- Mobile conversion rate (purchase resulting from an email click) grew 70% between 4Q14 and 4Q13; the average desktop conversion rate declined 4%.
- Mobile revenue share grew by one-third and made up 20% of all email-generated revenue in 4Q14.
- The share of orders completed on mobile devices grew 21% between 4Q13 and 4Q14, reaching almost one-fourth of all email-generated orders.
- Average order value (AOV) for mobile grew 28%, double the annual growth of desktop AOV.
- The average revenue per mobile email click was 40 cents in 4Q14, compared with 19 cents for desktop clicks.
- Use of smartphones for completing orders went up almost at the exact same rate (8%) that purchases completed on tablets went down (-7%).
- Some 37% of all emails deployed in 4Q14 used responsive design, a 28% increase from the previous quarter.
- CTO for mobile emails was significantly higher (14.1%, on average) for marketers who used responsive design in all of their mailings than those who used it in none of their campaigns (10.1%).
About the research: The report was based on data from 4Q14 and 4Q13 marketing emails sent via Yesmail's campaign management platform.
Continue reading "Mobile Email Benchmarks: YOY Click, Purchase, and Design Trends" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Email Marketing:
- How Americans Feel About Brand Email Newsletters
- How Email Newsletters Can Fix Marketers' Content and Trust Problems: Three Sets of Best-Practices
- Budgeting for 2022: Marketers' Email Spend Plans
- Five Great Sales Follow-Up Email Subject Lines [Infographic]
- Unlock the Full Potential of Your Email Marketing Efforts With VMCs and BIMI
- How Marketers Are Approaching Email Dark Mode [Infographic]