Yesmail’s Email Compass Report Finds That Mobile Email Users are Closer to Purchase Than Desktop Users PORTLAND, Ore., Nov. 12, 2013 (GLOBE NEWSWIRE) — A new report from email marketing services provider Yesmail Interactive, an Infogroup company, finds that 56 percent of mobile online sales originating from a marketing email take place on an iPad.
Using Yesmail’s proprietary After-the-Click tracking technology, more than 5 billion marketing emails sent by the company in the third quarter were analyzed and cross referenced with mobile data. Across industries, over 16 percent of sales driven by email happened on a mobile device. Of those mobile purchases, 56 percent happen on a tablet and the remainder on a smartphone. In the tablet category, iPads account for more than 99 percent of sales.
While the average dollar amount of an order originating from email is lower on mobile devices, revenue per mobile click is almost double that of a desktop click. By device, 82 percent of all email opens and clicks occur on Apple devices. Of smartphone purchases originating through email, 59 percent occur on an iPhone and the remainder on Android. iPads account for 25 percent of all mobile opens and clicks and almost 99 percent of opens and clicks on a tablet.
“Emails opened on mobile have a better chance of reaching consumers at the right place and right time during the busy holiday shopping season,” said Michael Fisher, president of Yesmail Interactive. “Marketers should recognize that ‘mobile’ doesn’t always equal ‘smartphone.’ Focus on tablet users for holiday campaigns, as 56 percent of mobile shoppers use tablets for their purchases.”
Other mobile findings from Yesmail’s Email Marketing Compass report include:
Simultaneously, the number of “hybrid” users, viewing emails on both desktop and mobile interchangeably, has decreased at roughly the same rate, by 50 percent.
To download the full report, “Yesmail’s Email Compass: Consumer Purchase Behavior”, click here.
Yesmail/PrimeZone Media Network
