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Portland, OR – August 19, 2013 – A new benchmark report from email marketing services provider Yes Lifecycle Marketing, an Infogroup company, finds that consumers open almost half of all brand emails on mobile devices, yet they prefer to interact with promotional messages on a desktop computer.
More than 5 billion marketing emails sent by Yes Lifecycle Marketing in the second quarter were analyzed for this benchmark study. The report reveals that marketers have failed to account for the shift to mobile by not optimizing emails read on a mobile device. While 49 percent of all email opens happen on a mobile device, the click-to-open rate (how many consumers clicked after opening an email) is significantly lower for mobile. Twice as many people click on an email after opening it on a desktop (23 percent) than a mobile device (11 percent).
“The findings show that many marketers are providing their customers with a poor mobile experience,” said Michael Fisher, president of Yes Lifecycle Marketing. “The discrepancy between click-to-open rates means many consumers are disregarding mobile emails. Brands need to implement mobile-first strategies that rely on responsive design, customized content and easily clickable calls to action. Otherwise, their messages will be deleted or go unread.”
The study finds that 61 percent of consumers now read at least some of their emails on a mobile device, with 30 percent reading email exclusively on mobile devices. Another one-third are device agnostic, meaning they aren’t committed to either desktop computers or their mobile device and use them interchangeably – a practice referred to as “hybrid viewership.”
Yes Lifecycle Marketing's statistics show that iOS devices are consumers’ top choice for reading emails on the go, with 82 percent of all mobile messages opened on an Apple device. Android comes in second with 17 percent of mobile email opens. Blackberry, Windows Phone and other devices combined account for less than 1 percent of mobile email opens.
Other mobile findings from the Yes Lifecycle Marketing's benchmark report include:
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.
Infogroup’s 1,900 employees enable clients – from local businesses to the Fortune 100 – to increase sales and customer loyalty by leveraging our proprietary Data Axle™ of contextually relevant real-time information on more than 235 million individuals and 24 million businesses to deliver the complete spectrum of value added data and innovative targeted marketing solutions. For more information, visit: www.infogroup.com.