Mobile is quickly becoming the dominant factor in marketing, and a new survey is making this even clearer than ever. The survey, conducted by YesMail, found that the ROI for emails that are opened on mobile devices including smartphones and tablets has gone up by about 70% over the past year. At the same time, conversion rates for desktops have gone down by 4%.
In addition to just converting at a higher rate, they are also converting at higher dollar amounts. Twice as much revenue is generated per click from an email opened on a mobile device than a desktop computer. This is quite a dramatic claim, and could change the way many people handle their marketing.
The general improvement in the email conversion rates can be largely attributed to marketers ensuring that all their emails are mobile friendly. This doesn’t, however, account for why people are spending twice as much on their mobile devices. It could be the fact that mobile eCommerce is still relatively young, so people aren’t used to being so discerning. It could also be that despite the improvements in mobile, it is still not quite so convenient to ‘shop around’ on a mobile device so people are likely to just buy on the first or second page.
Whatever the case, this survey lends more weight to the fact that marketers must optimize all their emails for mobile to get the best ROI. You can read more about this survey HERE.
