Q1 Benchmarks Overview: The Responsive Design Effect

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Responsive emails, which automatically adapt to screen size, typically command more engagement than status quo emails when viewed on a mobile device. However, many marketers haven’t adapted to consumers’ increased mobile usage.

Read Yesmail’s overview of Q1 benchmarks to learn important insights, including:
• Variations in email engagement and conversion across devices
• How industries compare in terms of opens, clicks, and click-to-open rates
• The holiday’s effect on the percentage of active subscribers, number of mobile orders, and more

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Q1 Benchmarks Overview: The Responsive Design Effect

  1. 1. Q1 Benchmarks Overview: The Responsive Design Effect
  2. 2. www.yesmail.com 2 Introduction • Responsive design emails automatically adapt to screen size and, in general, command more engagement than non- responsive emails when viewed on a mobile device. • While consumers are moving toward mobile, marketers haven’t kept up, inconsistently employing responsive design. • Hybrid email viewership (viewing on mobile then revisiting on a desktop or vice versa) continues to decline, indicating that consumers are favoring a single device (whether desktop or mobile) to interact with emails. • Tablets remain the mobile device of choice for shoppers responding to marketing emails, edging out smartphones. Methodology: Yesmail analyzed more than 5 billion marketing emails sent on behalf of clients in the first quarter of 2014.
  3. 3. www.yesmail.com 3 Responsive Design • Over half of all emails (51.6%) continue to be opened on a mobile device. • Emails using responsive design have a 21% higher CTO than non-responsive emails.
  4. 4. www.yesmail.com 4 Responsive Design Despite the benefits, only 1% of marketers send responsive emails exclusively.
  5. 5. www.yesmail.com 5 Mobile Engagement
  6. 6. www.yesmail.com 6 Hybrid Viewership Hybrid viewers, or consumers who open emails on both desktop and mobile devices, dropped 12% vs. Q4.
  7. 7. www.yesmail.com 7 Hybrid Viewership Only 7.5% of all consumers now open marketing emails on both mobile and desktop devices.
  8. 8. www.yesmail.com 8 Hybrid Viewership
  9. 9. www.yesmail.com 9 The Rise of Tablets Tablet events (the sum of opens and clicks) for emails opened on mobile devices grew by 4.5% vs. Q4.
  10. 10. www.yesmail.com 10 The Rise of Tablets The number of tablet orders as a proportion of all mobile orders grew by 7%. The number of smartphone orders decreased at almost double the rate (13%).
  11. 11. www.yesmail.com 11 The Rise of Tablets Mobile Revenue
  12. 12. www.yesmail.com 12 Holiday Hangover • The holiday season had a large impact on marketers’ activities and consumer response in Q1. • The average number of emails received per opener dropped by 17% quarter over quarter as retailers mailed fewer offers after the holidays. • The percentage of active subscribers (opened/clicked within 90 days) dropped by 6%, possibly because customers had completed their holiday shopping. • The number of mobile orders decreased by 4%, most likely as a result of the shopping season being over and consumers not feeling urgency to complete their purchase on their mobile devices.
  13. 13. www.yesmail.com 13 Q1 Benchmarks Overview Download To download the full report and read through all the insights, please visit: Q1 Benchmark Overview: the Responsive Design Effect
  14. 14. www.yesmail.com 14 About Us We power intelligent customer interactions. We give you the insights to recognize and understand your customer to deliver contextually relevant digital communications – while respecting their preferences and privacy. We help marketers evolve their customer relationships through intelligent interactions via technology, insights, and services in a near real-time multichannel environment. We help you compete in the age of the customer. For more information, visit www.yesmail.com.

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