While email remains a desktop-dominated business, mobile is catching up quickly.
In the first quarter of the year, smartphones generated more than 35% of all email-driven revenue -- and half of all email-driven orders -- per a new report from Yes Lifecycle Marketing (YLM).
For its findings, YLM analyzed over 7 billion emails sent over its cross-channel marketing platform in the first quarter.
The study also found higher engagement rates after the holiday season, which corresponded with a seasonal drop off in email volume.
From the fourth quarter of 2017 through the first quarter of 2018, the average number of emails that engaged subscribers received declined by 29%. During the same period, the average open rate increased by 6%; the average unique click rate shot up by 12%; and the total click rate increased by 19%.
This indicates that lower volume helped marketers cut through the noise more effectively post-holiday, YLM suggest.
That said, the average unsubscribe rate increased by 16% from the previous quarter, which suggests that a share of holiday subscribers is checking out after getting their fill of holiday offers.
The report provides insights into the different tactics marketers can leverage to re-engage inactive subscribers and keep new subscribers from unsubscribing after the holiday shopping season.
In response, marketers should leverage mobile email as the focal point for “a well-informed multichannel engagement strategy,” Michael Iaccarino, president of Infogroup, parent company of Yes Lifecycle Marketing, notes in the new report.
“If marketers can master mobile now and incorporate additional touchpoints through flexible technology and intuitive functionalities, they can set themselves up for success,” Iaccarino suggests.
Year-over-year, the total click rate grew by 6% year-over-year, while the unique click rate decreased by 7%.
Inactive subscribers comprised nearly one-quarter of marketers’ databases in the first quarter, while reactivation emails generated a 5% conversion rate, which is 40% higher than that for standard emails.
Also of note, newsletters generated a 12% click-to-open rate, which is 40% higher than that of standard emails.