Half of all emails are now opened only on a mobile device, and some companies’ campaigns may be opened on mobile devices most of the time. The large number of email opens on mobile coincides with the rising popularity of mobile devices, Experian Marketing Services emphasized in its second quarter email benchmark study.
About 23 percent of emails are opened using only webmail, while the same percentage of emails are opened using only a desktop client, such as Outlook.
Is the strategy to reach the largest number of potential customers or to target a smaller, more certain set of customers whose business promises higher revenue per sale?
In either case, the Experian study calls for optimizing on multiple platforms and taking time to understand how customers access a company’s email or site.
The first group is best reached on smartphones, which promise the highest open rate, while companies that want to communicate with the latter group should optimize for tablets.
The study emphasized the importance of using responsive design, which optimizes for multiple platforms, from desktops to smartphones. It allows customers to read and navigate a page easily, with a minimum of resizing and scrolling around the page, regardless of the device. In case studies, brands that tested responsive design saw up to 63 percent higher click rates and 18 percent in increased transaction rates.
Customers most often choose the convenience of opening or clicking emails on smartphones, but they’re still more comfortable completing transactions on other devices, such as desktops or tablets.
Currently, the iPhone is the most popular device used for email opens and clicks, while the iPad is favored for transactions — it garnered 48 percent of mobile transactions. The iPad’s larger screen factors into its popularity for completing purchases.
Transactions that rely on mobile account for 13 percent of total revenue, while transactions that involve both mobile and another platform equal another 2 percent of revenue.
Mobile-combo transactions are the darlings of mobile commerce, because each purchase creates more revenue on average than other transactions. The user opens the email more than once and goes to the trouble of reading it using both a mobile device and webmail or a desktop, proving greater dedication to the product or brand. Those customers are more likely to buy and tend to spend more money.
The Experian study analyzed 29 campaigns from seven brands in the past year, and included results from 5 million people opening or clicking emails.
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