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73% of Retail Emails Opened On Mobile, Higher on Weekends

Posted on 10.30.2016

Email opens on mobile devices hit their tipping point at least two years ago, but recent data into what actions recipients take after the fact proves interesting particularly for the retail segment.

The infographic below is based on data collected through Movable Ink’s contextual marketing platform between July 1 – Sept. 31, 2016. The analysis accounts for 3 billion email opens across the U.S. but does not include Gmail opens. 

Of the most interesting findings, retailers should know that while mobile accounts for 73 percent of their email opens, that number spikes to 78 percent on Saturday and Sundays suggesting those are either the best days to send retail emails or that people have held onto emails until they can check on the weekend. The problem, however, is that while people are comfortable buying on their phones (particularly apparel as the infographic below suggests), they are often buying less than when on their desktop computers.

Mobile's average order value (AOV) for apparel is 13.5 percent less than desktop. This finding could mean that mobile shoppers are either not presented with the same upsell opportunities (e.g., personalized recommendations, a similar product gallery, etc.) that they are on desktop or, and very likely, they are not having the best mobile shopping experience and are not able to view apparel in a way that makes them want to buy more (e.g., clunky site search, limited product views, etc.). 

Clearly, mobile consumers are willing to engage with a brand via their emails but it's up to the retailer to provide an experience that gets them to convert and buy more after the click. 

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