Friday, August 22, 2014

Mobile purchases are up but revenue is down.

yesmail mobile vs desktop
Yesmail has good news and bad news for email marketers.

First, the good news.  “The number of purchases made as a result of emails opened on a mobile device has grown almost 40 percent over the past year.”
Now the bad news. “Revenue from mobile purchases increased by a comparatively modest 10 percent.”
No big deal, right? Because people who open email on a desktop clearly love to click through and spend. True enough, but Yesmail says that 64.5% of all email opens happen on a mobile device. And since the average order on a mobile device is 33% lower than the average order on a desktop ($55 vs $83) that’s a lot of money missing from the cash register.
Part of the problem is email fatigue. It’s not just that marketers are sending more, everyone is sending more. And when you’re on mobile you’re also competing with incoming text messages and social media notifications. There’s simply too much information for both the physical space and the brain space.
There’s nothing you can do about the amount of information in the air. But you can make it easier for customers to buy your products when they do open your email on their smartphone.

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