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Data: Mobile CTO Rates Declined 14.4 Percent Year-Over-YearNew Yes Lifecycle Marketing Report reveals email design is no longer enough to generate mobile engagement CHICAGO, Feb. 21, 2017 /CNW/ -- Q4 2016 marked the first time mobile engagement has trended down; mobile click-to-open (CTO) rate has declined by 12.6 percent quarter-over-quarter and 14.4 percent year-over-year, according to data from Yes Lifecycle Marketing's cross-channel marketing platform Yesmail360i. Despite lower engagement, the "Q4 2016 Email Benchmark Report: The Mobile Engagement Shift" revealed that email continues to drive revenue for brands during the holidays, especially on mobile. More than half (53.4 percent) of all email clicks came from mobile, an 8.5 percent increase year-over-year and a 31.5 percent increase since Q4 2014. Additionally, the report reveals that smartphone revenue increased, while the number of smartphone orders decreased, translating into larger average purchases on smartphones. Over the past three years, the proportion of email-driven orders placed on smartphones has almost tripled, and the email-driven revenue generated through smartphones has grown by 250 percent. "The findings in our report suggest on-the-go holiday shoppers are just as comfortable making purchases via mobile devices as they are on their desktops, but that doesn't mean marketers have mastered mobile," said Michael Fisher, president of Yes Lifecycle Marketing. "With mobile CTO reversing its trend and declining, tactics like responsive design are no longer enough to spark engagement. Marketes need to pay attention not only to the design of mobile emails, but now, even more so, the content and context." The report also revealed a major increase in email subscriber growth. The proportion of new subscribers joining brands' mailing programs in Q4 2016 doubled from previous years. Historically, most brands have grown their subscriber base by about 6 percent between Q3 and Q4, but in 2016 that growth reached 12 percent. Additional findings include:
"With the shift of consumer behavior, the key to converting consumers into buyers in 2017 is personalization, proper targeting, and awareness of context," said Mike Iaccarino, CEO and chairman of Infogroup, parent company of Yes Lifecycle Marketing. "In order to achieve this, brands need the right partner and the right technology to get a full view of their customers." For the complete analysis, download the "Q4 2016 Email Benchmark Report: The Mobile Engagement Shift" here. About Yes Lifecycle Marketing About Infogroup Contact:
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/data-mobile-cto-rates-declined-144-percent-year-over-year-300409716.html SOURCE Yes Lifecycle Marketing |