Nowadays, many consumers receive and read their emails on mobile devices. The challenge is for brands and business to optimize their email marketing campaigns so as to maintain a strong conversion rate for email marketing campaigns.
A new report from Yesmail has revealed some fascinating insights about mobile conversion rates. One of the key findings was that while the number of purchases made as a result of emails opened on a mobile device has grown almost 40 percent over the past year, revenues from mobile have not kept pace. The study analyzed data spanning from Q2 2013 to Q2 2014.
The reason revenues do not match the rise in opened messages is due to the average order value (AOV) for mobile devices declining 30 percent since last year – from $79 to $55 – meaning the value is now 33 percent lower than desktops. In the same period AOVs for desktop purchases has dropped only slightly, from $88 to $83.
“Converting consumers along the mobile path to purchase is one of the greatest challenges for marketers,” said Michael Fisher, president of Yes Lifecycle Marketing. “Heading into the holiday season, brands have to make it easier for consumers to make purchases while on-the-go, as well as trust those mobile experiences enough to repeat them.”
Declining Mobile Conversion Rates
The challenge with mobile conversions originates from consumers reluctance to click on brand emails on their mobiles, according to Yesmail’s report. Brands have been sending 9 percent more emails in 2014 than they did in 2013, and subscribers’ inboxes are becoming more cluttered. As a result, the email open rate has decreased by 3 percent and unique clicks have dropped by 14 percent over the last year.
In addition, consumers are 50 percent less likely to click links in a marketing email on their mobile, than one on their desktop, which results in an overall lower conversion rate on mobile – 1.8 percent vs. 2.7 percent for desktop.
You can download the full Yesmail Email Marketing Compass report here.
This article first appeared on the Linkdex blog.
How is your business optimizing email marketing campaigns for mobile? Discuss in the comments below!