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MarTech » Customer & Digital Experience » Report: Mobile Now Accounts For 22% Of All Email-Generated Revenue & 45% Of All Email Clicks

Report: Mobile Now Accounts For 22% Of All Email-Generated Revenue & 45% Of All Email Clicks

Yesmail's quarterly email report finds email revenue continued to rise even after last year's holiday push, up 12% in Q1 2015 over Q4 2014.

Amy Gesenhues on June 9, 2015 at 3:35 pm | Reading time: 2 minutes

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Mobile email revenue is continuing to rise, up 12 percent in Q1 2015 over Q4 2014 according to Yesmail’s latest quarterly email marketing report.

Analyzing billions of marketing emails sent during the first quarter of this year, Yesmail found that the proportion of mobile email clicks increased ten percent between Q4 2014 and Q1 2015, with mobile now representing 45 percent of all email clicks.

Yesmail claims the quarterly growth between Q4 of last year and the first quarter of this year highlights a permanent shift in consumer behavior. With mobile email revenue maintaining its growth, even after 2014’s holiday push, the company predicts mobile revenue could reach as high as one-third of all revenue generated via email by the end of the year.

“Marketers are starting to provide customers with a better mobile experience year-round, and the numbers reflect that,” said Michael Fisher, president of Yes Lifecycle Marketing, “The lack of post-holiday drop-off in mobile activity means marketers are recognizing that the mobile trend isn’t seasonal.”

As mobile email activity grows, Yesmail found desktop email activity is dropping. The data showed desktop click-to-open rates were down 8.6 percent, while mobile click-to-open rates increased 8.6 percent.

yesmail email marketing report q1 2015

Yesmail also found half of all mobile email revenue happened on a smarthphone during Q1 2015, with the proportion of purchases completed on a smartphone versus a tablet up 13 percent since the last quarter of 2014.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


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About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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