Email Marketing & AutomationMobile and Tablet Marketing

25% of Email Purchases are Happening on Mobile

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.

Desktop Email versus Mobile Email Click-To-Open Rates

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

Do or Die: The Implications of Ignoring Responsive Design

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.

Related Articles


Adblock Detected

Martech Zone is able to provide you this content at no cost because we monetize our site through ad revenue, affiliate links, and sponsorships. We would appreciate if you would remove your ad blocker as you view our site.