CHICAGO, IL – February 21, 2017– Q4 2016 marked the first time mobile engagement has trended down; mobile click-to-open (CTO) rate has declined by 12.6 percent quarter-over-quarter and 14.4 percent year-over-year, according to data from Yes Lifecycle Marketing's cross-channel marketing platform Yesmail360i.
Despite lower engagement, the “Q4 2016 Email Benchmark Report: The Mobile Engagement Shift” revealed that email continues to drive revenue for brands during the holidays, especially on mobile. More than half (53.4 percent) of all email clicks came from mobile, an 8.5 percent increase year-over-year and a 31.5 percent increase since Q4 2014.
Additionally, the report reveals that smartphone revenue increased, while the number of smartphone orders decreased, translating into larger average purchases on smartphones. Over the past three years, the proportion of email-driven orders placed on smartphones has almost tripled, and the email-driven revenue generated through smartphones has grown by 250 percent.
“The findings in our report suggest on-the-go holiday shoppers are just as comfortable making purchases via mobile devices as they are on their desktops, but that doesn’t mean marketers have mastered mobile,” said Michael Fisher, president of Yes Lifecycle Marketing. “With mobile CTO reversing its trend and declining, tactics like responsive design are no longer enough to spark engagement. Marketers need to pay attention not only to the design of mobile emails, but now, even more so, the content and context.”
The report also revealed a major increase in email subscriber growth. The proportion of new subscribers joining brands’ mailing programs in Q4 2016 doubled from previous years. Historically, most brands have grown their subscriber base by about 6 percent between Q3 and Q4, but in 2016 that growth reached 12 percent.
Additional findings include:
- Thirty-seven percent of all email-driven orders and 26 percent of all email-driven revenue came from smartphones in Q4.
- Tablet purchases registered the highest growth from Q3 to Q4, eclipsing both desktop and smartphone devices.
- Overall open rates increased for the first time in years, growing by 8 percent quarter-over-quarter.
- On average, unique click and CTO rates continued their downward trend, dropping by 15.6 percent and 18.8 percent year-over-year, respectively.
“With the shift of consumer behavior, the key to converting consumers into buyers in 2017 is personalization, proper targeting, and awareness of context,” said Mike Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. “In order to achieve this, brands need the right partner and the right technology to get a full view of their customers.”
For the complete analysis, download the “Q4 2016 Email Benchmark Report: The Mobile Engagement Shift” here.
About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, email firstname.lastname@example.org or visit www.yeslifecyclemarketing.com.
Infogroup is a big data, analytics and marketing services provider that delivers best in class data-driven, customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 245MM individuals and 25MM businesses, which is distributed real-time to our clients. For more information, visit: www.infogroup.com.