More than a quarter of all email-driven purchases were completed from a mobile device in the second quarter of this year, according to a study by Yesmail.
The study found that smartphones drove 54% of all mobile orders from email. As order values increase year-over-year, this coincides with the prediction that mobile would make up a third of all email-generated revenue by the end of 2015.
“Mobile purchasing has become a major part of consumers’ routines,” said Michael Fisher, president of Yes Lifecycle Marketing. “Now more than ever, marketers must make emails mobile-actionable by understanding how consumers use their mobile devices, what calls to action they are most likely to respond to, and how geolocation and time of day impact their interactions with brand messages.”
Yesmail’s findings indicate that marketers have improved their subscribers’ mobile experiences. In the second quarter, half of all emails used responsive design, up from 28% in 2014, a 75% year-over-year increase.
The study also found that marketers are continuing to adapt to the mobile consumer as it gains share in relation to desktop. Consumers opened an average of four branded emails a week, the highest number recorded in the second quarter, mobile click-through increased 18% year-over-year and almost 30% since the second quarter of 2013, and desktop click-through continues to decline, down 15% year-over-year.