The number of purchases made as a result of emails opened on a mobile device has increased almost 40 per cent over the past year, but the revenue generated from these orders remains low, the Email Marketing Compass report published by Yesmail has revealed.
The report, which included the analysis of 72 million B2B emails, showed mobile orders accounted for 22 per cent of all orders in the second quarter of 2014, a year-on-year increase of 16 per cent. But despite the 39 per cent jump, revenue from mobile purchases increased only 10 per cent.
The average order value for mobile devices has declined 30 per cent since last year – dropping from £49 to £34. Mobile orders are now 33 per cent lower than desktops.
The survey also showed that brands are sending nine per cent more emails than they did a year ago. Consequently, email open rates have decreased by three per cent and unique clicks have dropped by 14 per cent over the last 12 months.
Michael Fisher, president of Yes Lifecycle Marketing, said: “Marketers haven’t overcome basic hurdles that remain in the mobile commerce space, including lower click rates.
“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.”
