Email-Driven Mobile Purchases Are Up, Yet Order Values Are Down: Yesmail

Purchases driven by emails that were opened on a mobile device has grown almost 40 percent over the past year, according to a new report from Yesmail. However, the revenue generated from these transactions hasn't grown at the same pace. The Email Marketing Compass report looked at email transactions from Q2 2013 through Q2 2014 and found that mobile orders triggered by emails made up 22 percent of all orders in the second quarter of 2014, up from 16 percent one year ago. However, the average order value of transactions on mobile devices made from an email has declined 30 percent since last year from $79 to $55.
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