More Marketers Target Shoppers via Mobile Email

It’s inexpensive, easily personalized and delivers great ROI. Which marketing channel am I talking about? Email. This channel continues to drive engagement and sales for enterprises. Businesses are also discovering they can experience great email2results with mobile email according to new research from Yesmail.

Currently, about 15% of revenue tracked from email marketing campaigns comes through mobile devices. About 16% of all orders attributed to email starts in the mobile channel as well. Yesmail analysts note that 44% of these orders originate with smartphones and 56% from tablets. The average order value from mobile is slightly less than from desktop, about $78.96 versus $88.32 respectively.

Analysts contend that mobile email is likely to result in higher conversion rates than desktop simply because consumers have their devices with them throughout the day.  Over half, 52%, of all email open activity now takes place on mobile devices, with retail/​wholesale (55.8%) and financial services (54.8%) experiencing the highest rates.

Consumers continue to sign up to receive email from vendors, however, about 20% of these folks are most active during the 90-​day period immediately following enrollment.  About 30% of of longer-​term customers, those who’ve been enrolled between 3 months and 12 months click on at least 1 email.  Email lists  have had a growth rate of about 25% in the past year.

Engaging these consumers with more email messaging is a strategy for most marketers as the number of total and unique clicks has been falling industry-​wide, by about 5% in the past year. The industry standard ranges from 3 to 7 on a weekly basis.

Have you been talking with your clients about optimizing their email programs for the mobile channel?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.