The Mobile Challenge - Email Strategies for Q4 Success

yesmail INTERACTIVE Yesmail's latest Email Marketing Compass analyzed a range of email metrics spanning the past five quarters, identified engagement trends that drove customer behavior, and outlined strategies to achieve Q4 success. The Mobile Challenge Below, we share some revealing mobile trends and provide tips on optimizing the mobile experience. PART 1 of 3 On-the-go purchases comprised 22% of all email-generated orders in Q2 2014, a 40% increase 2% from Q3 2013 6% BUT.. Thanks for your order! Thanks for your order! 2014 The average order value (AOV) discrepancy between mobile and desktop was 3 times larger in Q2 2014 compared to Q3 2013 2013 $88 $79 $9 lower $28 lower $83 Mobile Order Value AOV mobile AOV mobile Desktop Order Value $55 Q3 2013 mobile & desktop Q2 2014 mobile & desktop Mobile opens account for 65% of all email opens, but mobile clicks only account for 35% of all email clicks. 100% 100% 65% 50% 50% 35% 0% 0% % Mobile All Email Opens All Email Clicks % Mobile Clicks Opens 34% of all mobile events now happen on Android devices 44% iPhone 22% iPad Best Practice Tips Tackle the mobile challenge by: Optimizing customer experience along the mobile path-to-purchase Step 1 CTA Step 2 Step 3 Checkout Employ scalable and/or responsive design Include big Minimize steps to checkout calls-to-action Addressing your Android audience:* Turn Images on? Design for images-off setting Encourage viewing emails with "images on" *By default, Android devices do not download email images. To find out how to implement these best practices and learn more email metrics, check out the full report at Yesmail.com/email-marketing-compass-year-review Check back for part two of three: coping with the selective email reader.