Study: Mobile Emails Resulting In More Orders, But Revenue Not Climbing Nearly As Fast

According to a recently released email benchmark study from Yesmail, consumers are making a lot more purchases from emails opened on a mobile device since last year, but revenue from mobile email orders is not experiencing the same upward swing. Analyzing mobile email data from Q2 2013 through Q2 of this year, the study found […]

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According to a recently released email benchmark study from Yesmail, consumers are making a lot more purchases from emails opened on a mobile device since last year, but revenue from mobile email orders is not experiencing the same upward swing.

Analyzing mobile email data from Q2 2013 through Q2 of this year, the study found mobile email orders are up an impressive 40 percent since last year, accounting for 22 percent of all orders.

Meanwhile, revenue from mobile emails has climbed only 10 percent, representing 16 percent of all revenue.

Yesmail mobile email studyThe slow increase in revenue from purchases made via an email opened on a mobile device is most likely attached to the drop in average order value. Since last year, the order value for mobile devices has dropped 30 percent, going from $79 to $55.

This decline in mobile average order value is 33 percent less than the average order value for purchases attached to emails opened on a desktop  – which has seen only a slight drop since 2013, going from $88 to $83. Yesmail mobile email study purchase valuesThe study also found email open rates and unique clicks have dropped since last year, with open rates down three-percent and unique clicks dropping 14 percent.

Emails opened on mobile devices are also experiencing a lower conversion rate at 1.8 percent compared to 2.7 percent for desktops.

Yes Lifecycle Marketing president Michael Fisher blamed the low mobile numbers on poor user experience design.

“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,” claimed Fisher.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Amy Gesenhues
Contributor
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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