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Mobile Email's Impact on Average Order Values

Businesses that prioritize the mobile experience are starting to see the results of their labors in the form of more revenue.

According to data released earlier in the month by Yes Lifecycle Marketing, orders per click for desktop and mobile were equivalent at 3.3 percent (the first time that's reportedly happened), 

In its most recent Email Benchmark Report: A Marketer's Guide to 2018, the company revealed that in 2017 smartphone orders accounted for 46 percent of all email-driven orders, a 33 percent increase year-over-year (YOY). During the same period, tablet and desktop orders saw declines of 14 percent and 18 percent, respectively, indicating smartphone's growing role in the customer journey.

While desktop and mobile are now equal in terms of conversion rate, desktop continues to drive higher AOV according to the report. Yes Lifecycle Marketing found that mobile AOV (average order value) remains about 40 percent lower than desktop AOV ($58 vs. $96, respectively) and this ratio has remained consistent over the last three years. What that ultimately means is that consumers may still value desktop functionality for larger purchases.

Other highlights from the report include: 

+ While subscribers received 19 percent more emails in Q4 2017 than in Q4 2016, the number of opens per openers and clicks per clicker were only up 8 and 3 percent, respectively.
+ In Q4 2017, new subscribers accounted for just three and a half percent of marketers' mailable audiences, the lowest this number has ever been.
+ Triggered emails generated more than double the open rate, triple the unique click rate, and almost double the click-to-open rate of standard emails; yet triggered messages made up only 2% of email volume in 2017.

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