yesmail responsive mobile study

Email Marketing & Automation Mobile and Tablet Marketing

25% of Email Purchases are Happening on Mobile

Douglas Karr Last Updated: Thursday, March 3, 2016

1 minute read

Did that headline get your attention? It should. Yesmail has providing an extensive benchmark report from the last quarter of 2015 that reveals just how impactful mobile behavior is having on the email industry.

Increasing mobile revenue numbers over the past year speak for themselves. While desktop still brings in larger purchase numbers, it’s no secret that consumers are becoming increasingly more comfortable making purchases via mobile devices, and new data from Yesmail backs this up even more.

Brands today have no excuse for putting off responsive design, yet despite its demonstrated benefits and the serious implications that non-responsive campaigns can have on a brand’s bottom line, only 17% of marketers implement it in all of their emails.

Key findings from Yesmail’s Benchmark Report include:

Mobile average order value (AOV) is growing faster than desktop AOV. Desktop grew by 13% YoY while mobile grew by 15% over the same period
YoY desktop average order value (AOV) grew by $15.50 while mobile grew by $13.40
Desktop click-to-open (CTO) has decreased by 29% over the last two years while mobile CTO has increased by 26% over the last two years

The trend is absolutely clear – and companies are leaving more money on the table every day that they ignore the impact of having a mobile experience from the email open through the conversion.

Download Yesmail‘s new report on the impact of mobile on email.

Do or Die: The Implications of Ignoring Responsive Design

Douglas Karr Last Updated: Thursday, March 3, 2016

1 minute read

Douglas Karr

Douglas Karr is the founder of the Martech Zone and CEO of DK New Media. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

It all started as a book club.

Yes, I’m serious. I started my work on the web more than two decades ago. My first site was Helping Hand, which curated the best sites from around the web to help people with their computers and navigate resources on the Internet. Years later, I sold the domain to a company that helped folks quit smoking, one of my first big contracts.

I began blogging on Blogger and waxed poetic about everything from politics to Internet tools. I was all over the place and mostly wrote for myself – without much of an audience. I belonged to a Marketing Book club in Indianapolis that quickly grew out of control. Over time, I discovered that more and more of the group were coming to me for technology advice. The combination of my technology background and my business and marketing acumen was in high demand as the Internet rapidly changed the industry.

After reading Naked Conversations, I was motivated to better brand and control the content on the site. I also wanted more control over the look and feel of my blog, so I moved to my domain in 2006 and built my first WordPress site. Since I was focused on marketing technology, I didn’t want the domain with my name to get in the way, so I moved the site (painfully) to its new domain in 2008 where it’s grown ever since.

The Martech Zone is owned and operated by DK New Media, LLC, a company I started in 2009. After working with virtually every major online marketing department in my tenure at ExactTarget and launching Compendium, I knew there was a great demand for my expertise and guidance within such a complex industry.

DK New Media oversees my consulting, publications, podcasts, workshops, webinars, and speaking opportunities. Highbridge, my agency with two other partners, helps companies maximize their investment in sales, marketing, and related products. We offer integration, migration, training, strategic consulting, and custom development.

Thank you so much for your support over the years!

Douglas Karr
CEO, DK New Media