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PORTLAND, OR – Aug. 14 2014 – The number of purchases made as a result of emails opened on a mobile device has grown almost 40 percent over the past year, but the revenue generated from these orders hasn’t kept up at nearly the same pace. This is according to a benchmark study released today by Yesmail, which analyzed data spanning five quarters - Q2 2013 through Q2 2014.
The Email Marketing Compass report from Yesmail, the email marketing solutions provider of Yes Lifecycle Marketing, found mobile orders made up 22 percent of all orders in the second quarter of 2014, up from 16 percent one year ago. But despite the 39 percent jump, revenue from mobile purchases increased by a comparatively modest 10 percent.
Yesmail found that the average order value for mobile devices has declined 30 percent since last year – from $79 to $55 – and is now 33 percent lower than desktops. At the same time, average order value for desktop purchases has dropped only slightly, from $88 to $83.
“Converting consumers along the mobile path to purchase is one of the greatest challenges for marketers,” said Michael Fisher, president of Yes Lifecycle Marketing. “Heading into the holiday season, brands have to make it easier for consumers to make purchases while on-the-go, as well as trust those mobile experiences enough to repeat them.”
The challenge with mobile conversion stems from the difficulty brands are having when it comes to getting mobile consumers to click on emails. With brands sending 9 percent more emails than they did a year ago, subscribers’ inboxes are becoming even more cluttered. Subsequently, the email open rate has decreased by 3 percent and unique clicks have dropped by 14 percent over the last year. Additionally, consumers are only half as likely to click on an email opened on their mobile device than on one opened on desktop, thus accounting for the lower conversion rate on mobile – 1.8 percent vs. 2.7 percent for desktop.
“Marketers haven’t overcome basic hurdles that remain in the mobile commerce space, including lower click rates,” said Fisher. “The lag in mobile revenue can be attributed to a non-optimized user experience, which will most likely mean lost revenue for brands this holiday season.”
To download the full Yesmail Email Marketing Compass report, click here.
About Yesmail Interactive
We power intelligent customer interactions. We give you the insights to recognize and understand your customer to deliver contextually relevant digital communications- while respecting their preferences and privacy. We help marketers evolve their customer relationships through intelligent interactions via technology, insights and services in a near real time multi-channel environment. We help you compete in the age of the customer. For more information, visit www.yesmail.com.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing is a solution provider that brings together multichannel marketing platforms and data, with creative and strategy services honed on the optimization of delivering relevant marketing messages. This gives marketers the ability to source best-of-breed technology and creative and strategy services from a single vendor at a cost-effective price point. For more information, visit www.yeslifecyclemarketing.com.