A recently published standard file from Yesmail shows a decline in mobile purchases in Q1 of 2014. Could be that we’re all just gone shopping out after the holiday season? Or are email format concerns to blame?
Michael Fisher, president, Yes Lifecycle Marketing states;
“Majority of all e-mails, 52 percent, are opened on a mobile phone. Whether mobile phone or tablet, consumers expect to be able to complete the course to buy on the very same device on which they opened the email.”
Yet, only 1 % of online marketers are using responsive email design for all of their emails. Yesmail found that responsive design increases the click to open rate by 21 %. That’s huge. Because tablet conversions increased, it’s got to be the size of the device that’s triggering the general 4 % decrease. I can read an email formatted for the desktop through my webmail tool on my iPad but on my iPhone, it’s a mess.
Yesmail likewise warns of a decrease in hybrid viewership. In 2014, 30 % of e-mails were opened on both a mobile device and a home computer. In 2014, that number is down to 8 %. Plainly, our customers have made their option and it’s mobile.
While all of that holds true, there’s also evidence to support that in Q1 we were all simply tired of buying. Yesmail’s file reveals a near 14 % boost in active marketing email customers through 2013. As quickly as we rounded the corner into 2014, active customers dropped 6 %.
The good news is that despite the fact that there were less emails and less subscribers, the open rate enhanced – – and isn’t that the point of the entire exercise? Maybe the declines aren’t a lot a sign of a problem as water discovering its own level. If you sent out 1,000 untargeted e-mails your return percentage is going to be lousy, but if you send 100 to real customers your open rate is going to be wonderful.
Finest click to open rates went to the insurance, healthcare and publishing industries.
After reading this file, I have two takeaways for you.
1. Make certain all of your marketing emails are formatted to fit whatever gadget people make use of to read them. If that’s not possible, go with mobile phone format as it’s the most likely difficulty spot.
2. Less is more. Do not add thousands of names to your email list just to add countless names. Put your efforts into customizing emails aimed at the most likely potential clients and repeat customers. That’s where the cash is.
Mobile purchases decrease in Q1, is poor email format to blame?
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