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3% Drop in Mobile Email Conversions

Posted on 10.01.2015

Perhaps it was just a slow summer, but mobile email conversions in the U.K. decreased compared to the previous quarter, according to research released recently by Movable Ink.

Analyzing 30,000 emails in the retail sector, Movable Ink found that 59 percent of conversions were from mobile devices, down three percent from the first quarter of the year. The company indicated that while mobile devices combined (smartphones and tablets) still outweigh desktop in terms of conversions by 18 percent, the three percent swing indicates that brands still must work to "provide seamless commerce experiences in order to maximize conversions." This is especially true for smartphones, where consumers like to browse, but then often turn to a tablet or desktop to complete a transaction.

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“There are some interesting insights and takeaways from this quarter’s report, especially around opportunities for marketers to improve smartphone shopping experiences,” said Matthew Potter, Vice President of U.K. and EMEA for Movable Ink. “While many brands provide responsive emails and websites, the ones that focus on making it easier for consumers to convert on smartphones will have an edge in an increasingly competitive retail marketplace.”

Other highlights from the report include:

+ Mobile opens are steadying. Mobile devices (smartphones and tablets) accounted for 69 percent of all email opens, down from 71 percent in Q1 based on analysis of 47 million emails. Despite decreasing, the U.K. still leads the U.S. by one percent for mobile email opens.

+ Mobile conversions slow in the UK. An analysis of approximately 30,000 emails showed that approximately 59 percent of email conversions were from mobile devices, down three percent from Q1 - driven by a decline in smartphone conversions.

+ Tablet users spend less time in the inbox. Tablet users have the shortest attention span when it comes to reading their emails, spending less than three seconds on 43 percent of the emails they open.

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