Weekly Furniture World Media Note #143 from Lance Hanish: Knowing Mobile…Current eMail Stats

Furniture World News Desk on 9/1/2015

Email is still an important tool in any integrated marketing solution. And if you are using emails to build your business, mobile has to be understood better than it is today. If you are going to be building your business, mobile will be the key to your success. Here are a few things to consider.

Mobile devices have represented the majority of email opens for some time now. The latest quarterly report from Yesmail demonstrates that mobile click-to-open (CTO) rates grew by almost 30% over the past 2 years, while desktop CTO rates have declined by 18%.

Yesmail notes that the growth in mobile CTO means that consumers may not feel the need to re-open a message on a desktop, contributing to the decline in desktop CTO rates. But, a recent BlueHornet survey of adults aged 18-64 found that, faced with an email on their mobile device that does not display correctly, one-third of consumers would save it until they could read it on a computer. (However, more than 4 in 10 would delete it.)

Data from the Yesmail study suggest that increasing engagement with mobile email is indeed tied to fewer emails lacking mobile optimization. In Q2, half of all emails sentwere responsive, up from 28% a year earlier. Yesmail has previously shown that mobile email CTO rates are significantly higher for brands using responsive emails.

Add all of those trends up, and Yesmail reports that mobile clicks accounted for 46% of all email clicks in Q2, up from 35% share during the year-earlier period, and 27% of email-driven orders (up from 22% in Q2 2014). Smartphones for the first time accounted for the majority of all mobile revenue (53%) and mobile orders (54%).

It’s not just mobile engagement that has grown; Yesmail notes that overall, audiences appear more engaged, even as volume has grown. Yesmail recorded 8 opens per opener in Q2, representing a 17% increase over the past 2 years. Moreover, the proportion of “never active” subscribers (those who have never opened or clicked on an email) dropped to 68.9%, an all-time low for Yesmail.

In other email-related research, a new Constant Contact study found that mobile devices account for a majority 51% of opens, led by smartphones (39% share). Based on an analysis of more than 100 billion customer emails sent from Constant Contact in 2014 and 2015, the data shows that non-profit emails average higher open rates (29%) than their B2C (23%) and B2B (20%) counterparts. (In the Yesmail benchmarks, B2B has the lowest click-to-open rate of any industry.)

Other results from the Constant Contact study show that campaigns sent to Comcast Cable, Verizon Wireless and Cox Communications email addresses generated the highest open rates of any of the domain names analyzed, while those sent to AOL,Hotmail and Yahoo accounts had the lowest open rates.Open leads to engagement. Engagement leads to increased traffic. Increased traffic leads to sales. If you are direct, open leads to engagement which lead to sales.

One way or another, it is important that you are MOIBLENow™. If not, you will be pushed aside in the minds of the consumer otherwise known as that person who couldhave been your customer if you were mobile ready.

Be RetailPositive™.

For more information regarding Integrated Marketing Innovations, read Media NotesCanonical at http://www.cnasophis.com. For daily media notes, read our blog at http://overtheshouldermedia.wordpress.com. For weekly MNC Briefs, read our blog at http://sophis1234.tumblr.com. Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated MarketingCommunications. He can be reached at: Lance@CNASophis.com; https://www.facebook.com/CNASophis https://twitter.com/sophis1234

On Google+ CNA | SOPHISOn Linkedin Lance Hanish On Skype: hanishhereLance Hanish http://pinterest.com/sophis1234 For more information on CNA | SOPHIS, simply scan the QR Code below on your smartmobile device.