A newly published benchmark report from Yesmail shows a decline in mobile purchases in Q1 of 2014. Could be that we’re all just shopped out after the holiday season? Or are email formatting issues to blame?
Michael Fisher, president, Yes Lifecycle Marketing says;
“More than half of all emails, 52 percent, are opened on a mobile device. Whether smartphone or tablet, consumers expect to be able to complete the path to purchase on the same device on which they opened the email.”
Yet, only 1% of marketers are using responsive email design for all of their emails. Yesmail found that responsive design increases the click to open rate by 21%. That’s huge. Since tablet conversions increased, it’s got to be the size of the device that’s causing the overall 4% decline. I can read an email formatted for the desktop through my webmail tool on my iPad but on my iPhone, it’s a mess.