May 29, 2018
New Yes Lifecycle Marketing report reveals new milestones for smartphone usage, and finds lower email volume but higher unsubscribe rates post-holiday
CHICAGO – May 29, 2018 – Email-driven smartphone performance reached a milestone in Q1 2018. For the first time, smartphones generated over 35 percent of all email-driven revenue and half of all email-driven orders, according to data released today by Yes Lifecycle Marketing.
In the newly released, “Email Benchmark Report: Maintaining the Holiday Momentum,” Yes Lifecycle Marketing analyzed over 7 billion emails sent in Q1 2018 through its cross-channel marketing platform Yesmail360i, revealing trends in post-holiday engagement, unsubscribe rates, trigger campaign effectiveness and smartphone-driven email orders.
The findings indicate increasing willingness amongst consumers to make purchases via smartphones, but the gap between the number of smartphone-driven orders and revenue suggests marketers have not bridged the gap between mobile and desktop average order value (AOV).
“While we’re seeing more email-driven purchases on smartphones, the size of these orders still trails behind those from desktops, indicating that marketers haven’t fully cracked the mobile code,” said Jim Sturm, president of Yes Lifecycle Marketing. “Marketers must prioritize improving the mobile shopping experience in 2018 to bridge the gap between mobile and desktop AOV. In doing so, they can drive significant revenue and maximize the ROI from the email channel.”
The study also revealed higher engagement rates after the holiday season as email volume dropped off sharply. The average number of emails engaged subscribers received in Q1 declined by 29 percent quarter-over-quarter. During the same period, the average open rate increased by 6 percent, the average unique click rate jumped by 12 percent and the total click rate increased by 19 percent — indicating that lower volume helped marketers cut through the noise more effectively post-holiday.
On the other hand, the average unsubscribe rate surged by 16 percent from the previous quarter, suggesting that a cohort of holiday subscribers are opting out after maximizing their access to holiday-related offers. The report provides insights into the different tactics marketers can leverage to re-engage inactive subscribers and keep new subscribers from unsubscribing after the holiday shopping season.
“After the holiday shopping season has died down, marketers can start the year off right by leveraging email as the focal point for a well-informed multi-channel engagement strategy,” said Michael Iaccarino, president of Infogroup, parent company of Yes Lifecycle Marketing. “If marketers can master mobile now and incorporate additional touchpoints through flexible technology and intuitive functionalities, they can set themselves up for success for the upcoming holiday shopping season, especially as the number of mobile shoppers continues to grow.”
Other key findings from the report include:
To learn more about trends in post-holiday engagement, unsubscribe rates, trigger campaign effectiveness and smartphone-driven email orders, download the full report HERE.
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels.
Infogroup is a leading provider of data and data-driven marketing solutions. Infogroup provides data, technology and services that help marketers acquire new customers and maximize the value of existing relationships. The company’s data and marketing solutions help clients of all sizes, from local SMBs to FORTUNE 100™ enterprises, increase sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 280 million individuals and 24 million businesses. For more information, visit www.infogroup.com.