Mobile email revenue is continuing to rise, up 12 percent in Q1 2015 over Q4 2014 according to Yesmail’s latest quarterly email marketing report.
Analyzing billions of marketing emails sent during the first quarter of this year, Yesmail found that the proportion of mobile email clicks increased ten percent between Q4 2014 and Q1 2015, with mobile now representing 45 percent of all email clicks.
Yesmail claims the quarterly growth between Q4 of last year and the first quarter of this year highlights a permanent shift in consumer behavior. With mobile email revenue maintaining its growth, even after 2014’s holiday push, the company predicts mobile revenue could reach as high as one-third of all revenue generated via email by the end of the year.
“Marketers are starting to provide customers with a better mobile experience year-round, and the numbers reflect that,” said Michael Fisher, president of Yes Lifecycle Marketing, “The lack of post-holiday drop-off in mobile activity means marketers are recognizing that the mobile trend isn’t seasonal.”
As mobile email activity grows, Yesmail found desktop email activity is dropping. The data showed desktop click-to-open rates were down 8.6 percent, while mobile click-to-open rates increased 8.6 percent.
Yesmail also found half of all mobile email revenue happened on a smarthphone during Q1 2015, with the proportion of purchases completed on a smartphone versus a tablet up 13 percent since the last quarter of 2014.
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