Mobile devices are increasingly important for email marketing

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Smart devices are an effective and cost-effective way to reach customers and convert, especially in the case of email marketing. The report published by Yesmail Interactive indicates that 15% of sales recorded thanks to email marketing actions are produced from an email received via mobile.

Mobile devices have almost overtaken the traditional computer as the primary means of accessing email. A study published by Movable last week showed that 61% of marketing emails are now opened on a mobile device. This is great news, especially for retailers, who record 18% of their revenue thanks to these actions.

Yesmail's study, called "Email Compass: Consumer 14 year old korean boy whatsapp number Purchase Behaviour" shows that 56% of mobile purchases generated from an e-mail campaign were made via iPad. Apple's tablet continues to dominate mcommerce; Android tablets only account for 0.3% of the total. In the case of sales made via smartphone, Android is more widely represented (18%), although the iPhone continues to be the most commonly used smartphone for purchasing.

Another advantage of mobile devices as a sales tool is that the sales they record have a higher value than those made on a computer. Movable's work was able to show that the AOV (Average Order Value) of mobile transactions is double that of those from desktop ($7.14 vs. $3.26). Specifically in the case of conversions made from mailing actions, this situation is not yet the case, although it is very close, especially in the case of retailers, where the AOV of mobile sales is only $2 lower than that of desktop sales.

Mobile devices are definitely becoming a useful tool for searching and comparing products and prices, for getting offers and ultimately for buying. This is a new behaviour that companies must be aware of and study in order to design proposals specially designed for these smart devices.