According to Yesmail’s quarterly email marketing report, revenue from mobile email is continuing to rise. The report showed that, in Q1 2015, mobile email revenue was up 12% over Q4 2014.
To compile the report, billions of marketing emails sent in the first quarter of this year were analysed. Yesmail found that half of all mobile email revenue came from a smartphone; up 13% over tablets from Q4 2014. The proportion of mobile email clicks had also increased, with mobile now accounting for 45% of all email clicks.
As mobile email usage continues to grow, desktop email would seem to be on the decline. The report showed that, in Q1 2015, desktop click-to-open rates were down 8.6%, while click-to-open rates on mobile rose 8.5%.
These results, particularly the fact that there was no drop off in mobile email revenue after the Christmas period, seem to point to a permanent change in customer behaviour. This highlights for marketers the importance of catering to mobile email users, particularly as purchases made on smartphones seem to be overtaking those made on tablets. Marketers need to ensure they have a strong mobile strategy, with responsive email design playing a major role in that strategy.
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