PORTLAND, OR: Mobile accounted for almost half of all email clicks in the first quarter and by the end of the year could account for as much as a third of all revenue generated through email marketing, a new report claims.
The Q1 2015 Email Marketing Compass benchmarks report from email marketing solutions business Yesmail, found that mobile email revenue grew 12% in the first quarter.
Mobile accounted for 45% of all email clicks – a quarterly increase of 10% – and for 22% of all email-driven revenue.
Yesmail noted that mobile activity typically plateaued or declined slightly after the Q4 holiday season, and said the first-quarter increase indicated a "permanent shift" in consumer behaviour as regards activity and device preference.
"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.
The report also revealed that open, click and overall click-to-open (CTO) rates remained largely unchanged during the first quarter despite an 11% drop-off in email volume after the holiday period
At the same time mobile CTO increased 8.5% quarter on quarter while desktop CTO declined 8.6%.
"Marketers are starting to provide customers with a better mobile experience year-round, and the numbers reflect that," Fisher said. "It looks like brands may have turned over a new leaf."
Earlier, Yesmail's report for 2014 showed that mobile click-to-open rates were up to 40% higher for brands using responsive design in their email marketing campaigns.
Over the year, mobile email conversion rates had jumped 70% as marketers continued to adjust their strategies to better cater to customers opening messages on smartphones and tablets.
The Q1 2015 Email Marketing Compass benchmarks report from email marketing solutions business Yesmail, found that mobile email revenue grew 12% in the first quarter.
Mobile accounted for 45% of all email clicks – a quarterly increase of 10% – and for 22% of all email-driven revenue.
Yesmail noted that mobile activity typically plateaued or declined slightly after the Q4 holiday season, and said the first-quarter increase indicated a "permanent shift" in consumer behaviour as regards activity and device preference.
"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.
The report also revealed that open, click and overall click-to-open (CTO) rates remained largely unchanged during the first quarter despite an 11% drop-off in email volume after the holiday period
At the same time mobile CTO increased 8.5% quarter on quarter while desktop CTO declined 8.6%.
"Marketers are starting to provide customers with a better mobile experience year-round, and the numbers reflect that," Fisher said. "It looks like brands may have turned over a new leaf."
Earlier, Yesmail's report for 2014 showed that mobile click-to-open rates were up to 40% higher for brands using responsive design in their email marketing campaigns.
Over the year, mobile email conversion rates had jumped 70% as marketers continued to adjust their strategies to better cater to customers opening messages on smartphones and tablets.
Data sourced from Yesmail; additional content by Warc staff
