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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.

Below, additional key findings from the report.

Purchase Behavior

  • 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%).

Responsive Design

  • 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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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