Mobile commerce trends in email marketing

By : |March 31, 2016 0

Mobile revenues are experiencing exponential growth with more and more consumers using their smartphones to complete transactions and the time is not far away when marketplace will accept mobile as a primary purchasing channel. According to Yesmail’s Q4 2015 benchmark data, more than half of all email opens (51.7 percent) now happen on a mobile device. And it isn’t just about an opening; the interaction is generating revenues for brands as well.

While desktops accounted for nearly two-thirds of all clicks in 2013, the number of clicks originating from mobile devices(49.2percent) is now roughly the same as those originating from laptops and traditional desktop units(50.8 percent).

Mobile currently delivers more than 30 percent of all email-driven orders and more than 25 percent of all email-driven revenue. The click-to-open (CTO) rate for desktops has been consistently going down, falling from 21.6 percent in 2013 to 15.3 percent in 2015. But over the same time period, the mobile CTO rate has risen from 10.3 percent to 13.0 percent, a sign that consumers are more comfortable clicking on the offers they receive via mobile emails.

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Enabled by hardware innovations, the demand for mobile devices has risen unabatedly in the past few years. From opens to clicks to conversions, mobile has closed the gap and is on track to replace desktops as consumers’ primary purchase channel.

For marketers, the issue now isn’t whether to invest in mobile email, but how much. Although there are no easy answers to the question of resource allocation between mobile and traditional email, brands’ marketing spend needs to start to reflect the fact that mobile has earned a seat at the grownups’ table.

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