Mobile email conversion rates jumped 70 percent over the past year as marketers adjusted their strategies to better cater to customers opening messages on smartphones and tablets, according to a new report released today by Yesmail.
Driven by double-digit increases in mobile clicks and mobile click-to-open (CTO) rates, the Yesmail Email Marketing Compass benchmark report shows that the mobile conversion rate – purchases resulting from an email click on a mobile device – grew at a rapid pace per year-over-year (YoY) analysis of 2013 and 2014 fourth quarters. The desktop conversion rate, meanwhile, dropped by 4 percent over the same period.
Yesmail, the email marketing solutions provider within Yes Lifecycle Marketing, found that marketers’ use of mobile-friendly strategies such as responsive design, adaptive landing pages and path-to-purchase optimization have started to pay off.
“Considering the importance that marketers place on listening to their customers and catering to their preferences, it’s surprising that brands have been slow to optimize the mobile experience,” said Michael Fisher, president, Yes Lifecycle Marketing. “In order to deliver a truly mobile experience, marketers should move beyond just design and develop communications that speak to device functionality, use, and context.”
The growth in the mobile conversion rate is driven largely by increases in mobile clicks and mobile click-to-open rates. Mobile clicks now account for almost 40 percent of all email clicks, a 10 percent increase YoY, according to the Yesmail report. And the mobile click-to-open rate increased 20 percent year-over-year.
Mobile click-to-open rates are even higher for brands that use responsive design in their email marketing campaigns. At 14.1 percent, the CTO rate on mobile devices is 40 percent higher for brands that exclusively use responsive design compared to marketers who only use non-responsive emails.
Yesmail’s report shows that the improving mobile email experience is leading to higher revenue for brands:
Average order value for mobile email grew 28 percent per YoY analysis of the fourth quarter of 2013 and fourth quarter of 2014, doubling the annual growth of desktop average order value.
Mobile revenue share grew by a third, making up 20 percent of all email-generated revenue.
The share of orders completed on mobile devices grew by 21 percent, accounting for almost a quarter of all email-generated orders.
The average mobile email click generated 40 cents in revenue, compared to 19 cents for a desktop click.
To download the full report, Yesmail Email Marketing Compass, Q4 2014 Recap, please click here.