E-Mail Click Throughs By Channel

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Apr 21, 2014 by Mark Maier

 
 
 

Email Opens and Clicks by Industry

Industry

Mobile Open

Mobile Click

 CTO Desktop

 CTO Mobile

B2B

48.3%

28.4%

16.4%

7.0%

Consumer Services

58.1%

46.6%

31.0%

19.6%

CPG

49.8%

28.5%

24.5%

9.9%

Entertainment

53.8%

16.2%

53.3%

8.9%

Financial Services

54.0%

19.1%

12.3%

2.5%

Healthcare

41.0%

23.2%

37.4%

16.3%

Hospitality/Travel

57.3%

37.9%

16.6%

7.5%

Insurance

53.4%

45.6%

35.7%

26.2%

Marketing/Advertising

37.8%

19.6%

16.2%

6.5%

Publishing

43.8%

26.6%

29.0%

13.5%

Retail/Wholesale

60.1%

44.4%

19.0%

10.1%

Technology

50.3%

27.9%

10.5%

4.0%

Source: Yesmail, February 2014

 

As reported by The Center For Media Research, there are several trends at play in the e-mail marketing world...

"While email-generated desktop orders grew by 29% in Q4, the number of orders completed on a mobile device jumped by 58%. Tablet orders increased by 65% since Q3 and made up almost 60% of mobile orders in Q4.

Interestingly, quarter-over-quarter, there was an overall decrease in average order value. In Q4 the desktop average order value decreased by 8.6%, while mobile went down by a relatively modest 3.6%. One possible contributor to this decline is the increase in repeat purchaser rate observed in Q4. The desktop repeat purchaser rate increased by 17.4% and mobile increased by 2.3%. While repeat purchases translate to a higher conversion rate, they can also account for a lower average order value. It is possible that follow-up cross-sell messaging contributed to add-on orders of smaller value thus, driving the average order value down, but boosting the number of orders, as well as revenue in Q4.

Interaction with email on a mobile device continues to trend upwards. While many have projected that mobile adoption is reaching the point of saturation, and is thus slowing its growth, the trending data available from the last three quarters of 2013 would suggest otherwise.

Email subscribers are now more likely to view emails exclusively on their mobile devices. In only 6 months, the number of mobile only email viewers has increased at a rate, almost inversely proportional to the decline of hybrid viewership over the same period. This extreme preference reversal can stem from a number of factors:

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