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Yesmail’s latest benchmark report, the Email Marketing Compass: The Year of the Smartphone, found that consumers are purchasing more and making bigger purchases on their mobile devices. The mobile average order is now $103.80, an 18.3 percent increase YoY, and a 1.3 percent increase quarter-over-quarter.
Overall mobile revenue is up 6.1 percent from Q2 2015 and 36 percent from Q3 2014, with iPhones generating 30 percent and Android phones capturing about a quarter. While iPads represented almost half of all mobile revenue in Q3, tablet-specific revenue is declining YoY. Smartphone-specific revenue, however, is on the rise for the second consecutive quarter, driving over half of all mobile revenue (56 percent), and this number is growing.
“These findings indicate consumers have become more comfortable purchasing via the convenience of their mobile devices and will likely purchase even more during the holiday season,” said Michael Fisher, president, Yes Lifecycle Marketing. “Marketers must continue to propel their mobile strategies with strong, personalized content and responsive design in order to reach consumers at the opportune moment they are ready to purchase.”
Moreover, mobile is driving engagement. Yesmail found the gap between mobile and desktop click-to-open (CTO) rates is continuing to shrink. In fact, in Q3 2015, mobile CTO rates were 13.7 percent, while desktop CTO rates were 18 percent, the smallest deficit ever. Additionally, compared to Q3 2014, mobile CTO rates have grown 13.4 percent.
“Yesmail continues to drive effective mobile strategies for their clients,” said Mike Iaccarino, CEO and Chairman of Infogroup. “Based on the findings of this report, marketers promoting seamless mobile interactions that make it easy to convert will experience a definitive increase in sales.”
To download Yesmail’s Q3 2015 Benchmark Report: The Email Marketing Compass: The Year of the Smartphone, click here.
Yesmail, Yes Lifecycle Marketing’s email marketing solutions provider, powers intelligent customer interactions. We define ourselves by a better caliber of technology, unmatched insights, and skilled services experts that help our clients get to ‘YES’ sooner with their customers. As a leading email services provider, we seamlessly integrate email, mobile, web, and social channels, enabling the world’s best known brands to use data-driven insights to create meaningful connections with their customers in real-time. For more information, visit www.yesmail.com.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email firstname.lastname@example.org or visitwww.yeslifecyclemarketing.com.
Infogroup is a marketing services and analytics provider that delivers best in class data-driven customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 235MM individuals and 24MM businesses, which is distributed real-time to our clients. For more information, visit: www.infogroup.com.