With more and more email opens taking place on mobile devices – but not necessarily purchases – many email marketers have been faced with a new uphill battle to prove the impact of their efforts on revenue. The question they keep getting from management goes something like this: “smartphones are smart, but are they smart for our email marketing business?”
Looking at aggregate data from leading retailers who are currently using Movable Ink’s Insight module within our new agileEMAIL platform, it’s clear that email marketing to mobile users is a critical driver of sales, even if the final sale occurs somewhere other than on smartphones themselves. Here are some of our preliminary findings:
- A little over 60% of consumers who initially open their email on a smartphone end up purchasing through desktops, with another 25% purchasing through tablets. Only 15% of smartphone-first openers complete transactions on their smartphones.
- Consumers who open email on a smartphone or tablet first, and then convert on a desktop, have a 14% higher average order value (AOV) than desktop-only purchasers.
- iOS device users outspend Android device users by more than 20%. This is consistent with other studies we’ve seen tracking the differences in mobile shopping behaviors between iOS and Android users. With Movable Ink, you’ll now have the ability to unearth the precise AOV of your email subscribers based on the devices they are using.
We’re excited to see how these trends take shape across different verticals, different geo-locations, time of day, etc., and how the numbers will evolve over time.
Please let us know what you think about these early findings by posting a comment below. Are you surprised? What other data would you like to uncover?
Lastly, if you’d like to know more about Movable Ink’s agileEMAIL platform and our Insight module, request a demo and one of our product specialists will get back to you shortly.