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Responsive Email Drives Higher CTO Rates

Posted on 3.03.2016

If you send email to your customers and prospects, it better look great on mobile devices or engagement will suffer. 

A new report out from Yesmail,  "Do or Die: The Implications of Ignoring Responsive Design," reveals that brands which implemented responsive design in their email campaigns garnered 55 percent higher mobile click-to-open rates and 23 percent higher desktop CTO rate that those who did not. 

The report also found that in Q4 2015 mobile revenue accounted for more than a quarter of all email-generated revenue. While desktop still brought in larger average order values (AOV), mobile AOV was growing faster. Desktop AOV grew by 13 percent year-over-year, while mobile grew by 15 percent over the same period. Similarly, mobile click-to-open (CTO) increased by 26 percent over the last two years while desktop CTO decreased by 29 percent in the same period.

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