First, the good news. “The number of purchases made as a result of emails opened on a mobile device has grown almost 40 percent over the past year.”
Now the bad news. “Revenue from mobile purchases increased by a comparatively modest 10 percent.”
No big deal, right? Because people who open email on a desktop clearly love to click through and spend. True enough, but Yesmail says that 64.5% of all email opens happen on a mobile device. And since the average order on a mobile device is 33% lower than the average order on a desktop ($55 vs $83) that’s a lot of money missing from the cash register.