Warning: Declaration of plugin_findreplace::addPluginSubMenu() should be compatible with mijnpress_plugin_framework::addPluginSubMenu($title, $function, $file, $capability = 10, $where = 'plugins.ph...') in /home/pg4b1yzvrqqo/domains/test.drivingsalesnews.com/html/wp-content/plugins/find-replace/find_replace.php on line 17

Warning: Declaration of plugin_findreplace::addPluginContent($links, $file) should be compatible with mijnpress_plugin_framework::addPluginContent($filename, $links, $file, $config_url = NULL) in /home/pg4b1yzvrqqo/domains/test.drivingsalesnews.com/html/wp-content/plugins/find-replace/find_replace.php on line 17
New Research Shows That Mobile Email Has Surpassed Desktop Yet Conversion Rates Remain Almost Equal | DrivingSales News

New Research Shows That Mobile Email Has Surpassed Desktop Yet Conversion Rates Remain Almost Equal

August 24, 2015 0 Comments

email-mobile-650

A new report from Movable Ink, the contextual experience engine for innovative email marketers, indicates that while mobile email opens inched upward, desktop conversions spiked in Q2 2015, thereby bringing desktop and mobile conversions to a near even split.

Movable Ink’s quarterly U.S. Consumer Device Preference Report provides rich insights into consumers’ adoption and use of smartphones, tablets and desktop computers, including data about how they engage with email while using their various devices. The report is based on data collected through Movable ink’s contextual marketing platform between April 1, 2015 – June 30, 2015.

Considering the fact that some dealerships frequently send out promotional emails that are not redesigned for mobile, it’s important to watch the rise in the number of emails that are opened on mobile devices to determine when it’s worthwhile to dedicate the time required to fully customize emails to be mobile-friendly.

Although mobile continued to dominate email opens in Q2 2015 (68 percent), desktop conversions rose to 53 percent, slightly overtaking mobile conversions (47 percent), based on the analysis of 267,000 email conversions. Within mobile conversions, iPhones remained dominant at 19 percent, in comparison to Android phones at 10 percent, with iPads and other mobile devices accounting for the remaining 18 percent.

The report also broke down email opens by time of day, industry vertical and geography, as well as by the length of time that consumers took to read an email per device.

“We found it quite interesting that desktop email conversions were back up in Q2,” said Vivek Sharma, co-founder and CEO of Movable Ink. “The fact that mobile email opens continue to rise, but conversions didn’t keep pace this quarter, may shed light on the mobile click-thru experience. Building mobile-friendly emails is one thing, but responsive sites that make mobile shopping easy are a must to complete the experience.”

Some of the key findings in Movable Ink’s report include:

  • Desktop conversions have spiked again. Analysis of 267,000 emails showed that desktop conversions increased from 37 percent in Q1 to 53 percent of all conversions in Q2, while mobile accounted for 47 percent of conversions.
  • Mobile opens inch forward. Mobile email opens reached 67 percent in the last quarter, while that number inched forward to 68 percent in Q2.
  • Apple leads the way in mobile opens, with iPhones accounting for 42 percent of all mobile opens in comparison to 10 percent for Android phones. A similar situation exists for tablets, with iPads accounting for 14 percent versus 1 percent for Android.
  • Mobile opens dominate across industries. Analysis of 1.32 billion email opens indicates that every industry is now mobile-first except for automotive (42 percent) and nonprofit (49 percent).

About the Author:

The DrivingSales News team is dedicated to breaking the relevant and the tough stories affecting car dealers. Have questions for DrivingSales News? Reach the team at news@drivingsales.com.

    Warning: count(): Parameter must be an array or an object that implements Countable in /home/pg4b1yzvrqqo/domains/test.drivingsalesnews.com/html/wp-includes/class-wp-comment-query.php on line 399