E- mail marketing on mobile


Mobile email marketing results

Yes Lifecycle Marketing’s data revealed mobile email conversion rates have caught up to desktop conversions, with both at an average of 3.3 per cent for the year. It also claims email adoption on mobile may have hit its peak: “With mobile open[s] and clicks making up 53 per cent of all email events over the last two years, email adoption on mobile has plateaued.”

According to the report, mobile email marketing events (open rates and clicks) surpassed desktop events at least five years ago. In 2017, 52.9 per cent of events happened on mobile email versus 47.1 per cent on desktop.

Orders on mobile represented 46 per cent of all email-driven orders — a 33 per cent increase year over year. Meanwhile, email orders happening on desktops dropped 18 per cent (14 per cent drop on tablets).

Share of email-driven orders
As email-driven orders rise on mobile, the report says the average order value (AOV) for mobile orders remains 40 per cent less than for desktop orders, with AOV on mobile at $58 compared to desktop’s $96 AOV. According to Yes Lifecycle Marketing, this mobile-to-desktop AOV ratio has not changed during the past three years.


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