New Report Says Mobile Drives Sizable Chunk of All Email-Generated Revenue

Holiday Email is Hotter Than EverAccording to a new report, the findings of which were shared with MMW on Tuesday, for the first time, mobile accounted for a third of all email-driven revenue in Q3 2016.

This reality is hailed as a milestone in the shrinking gap between desktop and mobile, according to data from Yes Lifecycle Marketing’s cross-channel marketing platform Yesmail360.

In the newly released Q3 2016 Benchmark Report – Mind the Gap: 3 Factors that Impact Email Success, mobile also marked a 37 percent year-over-year increase in email-driven revenue and a 50 percent increase from Q3 2014.

The report also revealed that nearly half (48 percent) of email-driven orders originated from mobile this quarter. This was up 14 percent from last quarter and 34 percent year-over-year.

“In Q3, 59 percent of all email clicks occurred on a mobile device, up 55 percent over the past three years, further demonstrating that consumers are becoming increasingly comfortable making purchases on mobile devices,” the report summary notes.

With the significant rise in mobile purchases over the last couple of years, desktop has taken a hit. Desktop click-to-open (CTO) was only 4 percent higher than mobile CTO in Q3. Contrastingly, in Q3 2015, desktop CTO was 31 percent higher than mobile CTO and in Q3 of 2014 that difference was 80 percent.

“The gap between mobile and desktop has never been smaller, and it continues to shrink at an astonishing rate. For some industries, like Entertainment and Retail, that gap practically no longer exists,” said Michael Fisher, president of Yes Lifecycle Marketing. “Regardless of industry, marketers must understand the needs of their subscribers and tailor email marketing content accordingly to drive mobile engagement. Implementing responsive design and catering specifically to on-the-go consumers are no longer an option, and marketers who choose to ignore them are missing revenue opportunities.”

Want to know more? Check out the full report here.