After the biggest online shopping weekend of the year, email marketing platform Movable Ink reported a 76-percent open rate for mobile emails on Black Friday and 63 percent on Cyber Monday.
Breaking down its data by device, Movable Ink found Black Friday email conversions — an email click that resulted in a purchase — were higher on mobile devices versus desktops, with 57 percent of conversions happening on either a smartphone (44 percent) or tablet (13 percent).
Based on a total of 21,946 email conversions, mobile conversions were higher than desktop industry-wide, which is unusual, in that desktop usually outperforms mobile for email conversions in all sectors except retail apparel. Movable Ink
While Cyber Monday mobile open rates continued to outperform desktop by a wide margin per Movable Ink’s results (63 percent versus 37 percent), conversions on mobile versus desktop saw a nearly even split.
According to Movable Ink, 51 percent of Cyber Monday email conversions happened on desktop and 49 percent on mobile.
“Mobile email opens and conversions during this Black Friday and Cyber Monday provide two valuable insights for marketers,” says Movable Ink CEO Vivek Sharma, “First, many customers prefer opening email on their smartphone, no matter where they are. Second, when provided with the right experience, customers are increasingly willing to shop and buy on their mobile devices.”
Yesmail, another email marketing provider, reported similar mobile wins, with 55 percent of the Black Friday emails it tracked clicked on a mobile device this year, up 18 percent over last year’s results.
Yesmail says that its enterprise clients upped their email sends by 31 percent on Black Friday and 87 percent on Cyber Monday, a record-setting day with nearly 200 million email sends.
The email marketing provider also found brands experienced sizable growth in email-driven revenue on both Black Friday and Cyber Monday.
“Email-driven revenue for both Black Friday and Cyber Monday has more than doubled from 2014 to 2015,” says Yesmail, “Specifically, the number of email-driven Cyber Monday purchases grew by 129 percent and the number of email-driven Black Friday purchases grew by 162 percent.”
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