Over half of mobile email sales made on an iPad

18/11/2013

Over half (56%) of mobile online sales originating from a marketing email take place on an iPad, according to new research.

The report, from email marketing services provider Yesmail Interactive, an Infogroup company, indicates that over 16 percent of sales driven by email happened on a mobile device.

Of those mobile purchases, 56 percent happen on a tablet and the remainder on a smartphone. In the tablet category, iPads account for more than 99 percent of sales.

While the average dollar amount of an order originating from email is lower on mobile devices, revenue per mobile click is almost double that of a desktop click. By device, 82 percent of all email opens and clicks occur on Apple devices. Of smartphone purchases originating through email, 59 percent occur on an iPhone and the remainder on Android. iPads account for 25 percent of all mobile opens and clicks and almost 99 percent of opens and clicks on a tablet.

“Emails opened on mobile have a better chance of reaching consumers at the right place and right time during the busy holiday shopping season,” said Michael Fisher, president of Yesmail Interactive. “Marketers should recognize that ‘mobile’ doesn’t always equal ‘smartphone.’ Focus on tablet users for holiday campaigns, as 56 percent of mobile shoppers use tablets for their purchases.”

Other mobile findings from Yesmail’s Email Marketing Compass report include:

• The iPhone accounts for 26 percent of mobile email purchases; Android smartphones for 18 percent.

• The average dollar amount per order driven by email is $9 lower on a mobile device, across industries ($78.96 on mobile versus $88.32 on desktops). For the retail industry, the gap shrinks to $2 ($58.64 versus $61.06).

• Mobile shoppers are closer to purchase than desktop shoppers. Revenue per mobile click is almost double that of a desktop click ($7.14 vs. $3.26). While mobile emails are clicked less, they lead to purchase more often.

• Since the last Email Compass Report’s release, the shift to mobile continues to accelerate. The number of email subscribers who view emails exclusively on their mobile device has increased by almost 50 percent. Simultaneously, the number of “hybrid” users, viewing emails on both desktop and mobile interchangeably, has decreased at roughly the same rate, by 50 percent.

To download the full report, “Yesmail’s Email Compass: Consumer Purchase Behavior”, click here.

www.infogroup.com

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