Mobile Continues to Drive Email Clicks

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A new study shows that more shoppers click email content on their mobile devices.

There's a major connection between the growth in interactions on mobile devices and email marketing messages. That's according to Yesmail's new Q3 Benchmark report, which says that the ratio of mobile clicks to all email clicks continues to grow.

The new study says that in 2013 mobile clicks accounted for just one third of all email clicks. Compare that to Q3 of this year when mobile clicks made up 46.7% of all email clicks—that's a 33% increase over the last two years. Analysts say that increase shows that consumers are significantly more comfortable not just opening emails on their mobile device but clicking through the content.

Another interesting finding in the report is that smartphone purchases on iPads still generate the highest mobile revenue from a single device—however, that number is on the decline. Ipads represented 43% of all mobile revenue in Q3, while iPhones accounted for 34%, and Android phones captured 23%. Those statistics give marketers an idea of how to craft their email messages for mobile devices.

Below are some other stats from Yesmail's benchmark report:

—The gap between mobile click-to-open rates and desktop click-to-open rates continues to close. Desktop is down 17.2% YoY, while mobile increased by 13.4%.

—Mobile revenue is up 9.9% YoY, with smartphones driving 56.6% of all mobile revenue.

—Consumers are making larger email-driven purchases. The average order value of an email-generated order is $127.50, up 30.7% YoY.

—Consumers are not only opening emails on mobile devices, but they're engaging. As mentioned, mobile clicks accounted for 46.7% of all email clicks in Q3, a 23.9% increase YoY.

—More consumers are making purchases on smartphones than ever before. Iphones generated 13.1% more revenue quarter-over-quarter and 46% YoY.

—Mobile average order value is at an all-time high, topping $100 for the second time on record.

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