Mobile email revenue reached a new record in the first quarter of 2015, a new study from Yesmail finds. While it's no surprise that mobile email revenue would continue to climb along with mobile usage in general, it's interesting that it climbed quarter-over-quarter in Q1, following the holiday season which has historically seen declines due to seasonality.
According to the study, mobile revenue in the quarter grew to make up 22% of all email-generated revenue, a record 12% increase.
Q1 smartphone revenue accounted for 50 percent of all mobile revenue with mobile click-to-open rates increased to 13.7 percent, overtaking desktop, which dropped to 18.6 percent. Quarter-over-quarter, the proportion of mobile clicks increased by 10 percent and accounted for 45 percent of all email clicks, according to the firm.
“The smartphone has forever shifted the consumer’s path to purchase and has become the new normal for consumers; it’s not just a seasonal trend anymore,” said Michael Fisher, president of Yes Lifecycle Marketing. “By expanding their focus on mobile communication preference, especially via smartphones, marketers can remain in front of this shift in consumer behavior.”
“Marketers are starting to provide customers with a better mobile experience year-round, and the numbers reflect that,” he added. “The lack of post-holiday drop-off in mobile activity means marketers are recognizing that the mobile trend isn’t seasonal. It looks like brands may have turned over a new leaf.”
Among the findings was an 11 percent drop in email volume after the holiday season.
You can find the full report here.
An Experian report from earlier this year found that over half of emails are opened on mobile or tablets, finding at the time that email volume had actually risen 17% year-over-year.