Mobile Sales From Retailers' Emails Surge

Revenue per mobile click when consumers click on retailers' links from emails is almost double that of a desktop click, according to a new report from Yesmail Interactive.

Of total smartphone purchases originating through email, 59 percent occur on an iPhone and the remainder on Android, according to the report. Meanwhile, the iPhone accounts for 26 percent of mobile email purchases, and Android smartphones account for 18 percent of mobile purchases.

Across industries, more than 16 percent of sales driven by email happened on a mobile device.

"… Emails opened on mobile have a better chance of reaching consumers… during the busy holiday shopping season," Michael Fisher, president of Yesmail Interactive, told MediaPost.

According to Yesmail, the average dollar amount per order driven by email is $9 lower on a mobile device across industries (an average of $78.96 on mobile versus $88.32 on desktops). However, for the retail industry, that gap shrinks $2 ($58.64 versus $61.06). Notably, revenue per mobile click is almost double that of a desktop click ($7.14 vs. $3.26).

iPads account for 25 percent of all mobile opens and clicks and almost 99 percent of opens and clicks on a tablet, while 82 percent of all email opens and clicks occur on Apple devices.

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