According to the latest industry data published in a new report this week, mobile clicks now account for 45 percent of all email clicks.
That’s a quarterly increase of 10 percent (according to the freshly released Q1 2015 Email Marketing Compass benchmarks report from Yesmail).
While mobile activity typically plateaus or even declines slightly after the holiday season, the first-quarter findings demonstrate a permanent shift in consumer behavior in terms of both the level of activity and device preference. If this mobile activity continues to increase, mobile devices could account for as much as a third of all revenue generated through email marketing by the end of 2015.
The report also finds that mobile email revenue grew 12 percent from the fourth quarter of 2014 to the first quarter of 2015.
The researchers say mobile emails now account for 22 percent of all email-driven revenue, with smartphones driving half that revenue (a 15 percent increase quarter-over-quarter).
“The smartphone has forever shifted the consumer’s path to purchase and has become the new normal for consumers; it’s not just a seasonal trend anymore,” said Michael Fisher, president of Yes Lifecycle Marketing. “By expanding their focus on mobile communication preference, especially via smartphones, marketers can remain in front of this shift in consumer behavior.”
Want to know more? Download the full report here.
