Black Friday was predicted by many to be the most important shopping day of the year. Figures, released this month by Moveable Ink, prove that, for email marketers at least, it was.
Moveable Ink found that mobile email open rates reached 76 percent on Black Friday, falling to 63 percent on Cyber Monday. The figures also show how powerful mobile email marketing is becoming. Email conversions (an email click that results in a purchase) were considerably higher on mobile devices compared to desktops (57%), based on the 21,946 emails they tracked. However, this margin fell slightly on Cyber Monday, with 49 percent of conversions coming from mobile devices.
Yesmail also reported similar results from the Black Friday/ Cyber Monday period. 55 percent of the emails they tracked this year were opened on mobile devices; an increase of 18 percent from last year. They also reported that email-driven revenue had more than doubled from Black Friday last year. This year, email-driven revenue grew by 162 percent.
These results show a number of things. Not only is checking email on mobile devices becoming the norm, customers are also becoming increasingly comfortable with browsing shops and making purchases on their smartphones and tablets.
Image courtesy of ddpavumba at FreeDigitalPhotos.net