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Ken Magill

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Mobile Email Conversion Rate Up 70%: Yesmail

3/31/15
 
By Ken Magill
 
Mobile email conversion rates—purchases resulting from a click—rose by 70 percent in the fourth quarter of 2014 over the same period in 2013, according to a study released yesterday by email service provider Yesmail.
 
“As mobile devices have become indispensable, marketers have started to effectively adjust to the mobile preference expressed by their consumers over the past few years,” the report said. “Be it by incorporating responsive design in their emails, building adaptive landing pages, or optimizing the mobile path-to-purchase, the YoY [year-over-year] data shows that, at minimum, marketers have set an intention to truly cater to their mobile audience.”
 
Though the increased conversion percentage is high, Yesmail’s Email Marketing Compass benchmark report does not offer actual conversion rates.
 
However, other numbers in the study indicate the increasing importance of taking mobile into account in email marketing.
 
For example, mobile clicks accounted for 40 percent of all email clicks in the fourth quarter of 2014, a 10 percent increase over the same period in 2013, according to Yesmail’s report.
 
Average revenue per email click in the fourth quarter of 2014 was 40 cents compared to 19 cents per desktop email click, according to Yesmail.
 
Mobile’s revenue share grew by a third in the fourth quarter of 2014, accounting for 20 percent of all email-generated revenue, compared to the fourth quarter of 2013, according to the report.
 
Also, mobile click-to-open rates—of those who opened, the percentage who clicked—rose 20 percent to 12.6 percent in the fourth quarter of 2014 compared to 10.3 percent in the fourth quarter of 2013, according to Yesmail.
 
This is compared to a 21.6 percent click-to-open rate for desktop in the fourth quarter of 2014, compared to a 20.3 percent click-to-open rate in the fourth quarter of 2013, according to Yesmail.
 
It should be noted that because the click-to-open rate’s denominator is the open—which is recorded when the receiving machine calls for graphics from the sender—it is an inexact metric.
 
However, proponents of the click-to-open rate contend it is a useful metric for determining how well email campaigns perform once recipients get beyond the “subject” and “from” lines.
 
Access Yesmail's report here.
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