Revenue Up, Clicks to Open on Mobile Down
Email marketing is a revenue driver for many organizations across all industries, but some of us may have underestimated just how much of those earnings are coming from mobile devices, specifically.
In fact, 32 percent of email-driven revenue came from a mobile device in Q2 2016, which is a significant 32 percent year-over-year jump and a 90 percent increase over the past two years, according to new data from Yes Lifecycle Marketing's cross-channel marketing platform, Yesmail360i. Mobile opens are of course steaming past their desktop counterparts (Yesmail's Q2 2016 Bechmark Report indicates 53 percent of email clicks came from a mobile device), but marketers still have a long ways to go. Mobile click-to-open (CTO) rates, for example, dropped from 14.2 percent in Q2 2015 to 12.1 percent in Q2 2016 (a 15 percent decrease).
"To fully capitalize on mobile emails, marketers can make simple adjustments to their existing strategies by incorporating responsive design, triggered campaigns and experimenting with innovative tactics like geo-targeting or beacons," said Michael Fisher, president of Yes Lifecycle Marketing. "In doing so, marketers will increase mobile engagement and overall conversions even further."