Programmatic Lunch

Email-driven Revenue up 32 per cent on Mobile

Tim Maytom

email mobile marketing
32 per cent of email-driven revenue came from a mobile device in Q2 2016, up 32 per cent year-on-year and 80 per cent from two years ago, according to new data from Yes Lifecycle Marketing.

Using data from its cross-channel marketing platform, Yes Lifecycle found that 42 per cent of all email-generated orders came from mobile devices in Q2 2016, up 26 per cent from last year, and over half of all email clicks are now coming from mobile devices.

Despite this growth, mobile click-to-open rates took a hit over the last year, dropping from 14.2 per cent to 12.1 per cent. The report attributed this to slowing adoption rates of responsive design, which make emails more readable and engaging on mobile, changes in image hosting and other external factors.

"Mobile rules in email marketing, but marketers still have a long way to go," said Michael Fisher, president of Yes Lifecycle Marketing. "To fully capitalise on mobile emails, marketers can make simplle adjustments to their existing strategies by incorporating responsive design, triggered campaigns and experimenting with innovative tactics like geo-targeting or beacons. In doing so, marketers will increase mobile engagement and overall conversions even further."

Thanks to increasing screen sizes and growing comfort with smartphone payments, 75 per cent of mobile orders are now placed on a smartphone, a major increase from 2014 when only 44 per cent were made through smartphones, with tablets accounting for the majority.

"Mobile continues to drive the majority of consumer interactions and bring in high revenue," said Michael Iaccarino, president of Yes Lifecycle's parent company Infogroup. "For those already embracing mobile, taking the next steps to increase engagement through innovative technology is key."