According to a recently released email benchmark study from Yesmail, consumers are making a lot more purchases from emails opened on a mobile device since last year, but revenue from mobile email orders is not experiencing the same upward swing.
Analyzing mobile email data from Q2 2013 through Q2 of this year, the study found mobile email orders are up an impressive 40 percent since last year, accounting for 22 percent of all orders.
Meanwhile, revenue from mobile emails has climbed only 10 percent, representing 16 percent of all revenue.
The slow increase in revenue from purchases made via an email opened on a mobile device is most likely attached to the drop in average order value. Since last year, the order value for mobile devices has dropped 30 percent, going from $79 to $55.
This decline in mobile average order value is 33 percent less than the average order value for purchases attached to emails opened on a desktop – which has seen only a slight drop since 2013, going from $88 to $83.
The study also found email open rates and unique clicks have dropped since last year, with open rates down three-percent and unique clicks dropping 14 percent.
Emails opened on mobile devices are also experiencing a lower conversion rate at 1.8 percent compared to 2.7 percent for desktops.
Yes Lifecycle Marketing president Michael Fisher blamed the low mobile numbers on poor user experience design.
“The lag in mobile revenue can be attributed to a non-optimized user experience, which will most likely mean lost revenue for brands this holiday season,” claimed Fisher.
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