Two-Thirds of Emails Sent By Retailers Opened On Mobile Devices

Email volume rose once again during the 2013 holiday season, leading to higher transaction rates and revenue as nearly two-thirds of those sent by multi-channel retailers were opened on mobile devices.

It's further proof that shoppers are engaging with retailers via mobile devices.

The volume of emails sent by marketers increased nearly 13 percent during the 2013 holiday season compared with the 2012 holiday season, which also saw record highs in volume, according to Experian Marketing Service. While email click-through rates and transaction metrics decreased year over year, the increase in email volume led to a 9 percent rise in the number of total transactions from email marketing campaigns and an 18.4 percent increase in overall revenue. Further, email volume within the last 10 days of the holiday season increased 35.8 percent over 2012.

"Marketers have become more sophisticated in their email marketing strategies, and we're seeing that reflected in the data," noted Peter DeNunzio, general manager, cross-channel marketing, Experian Marketing Services. "Traditionally, as email volume increases, performance decreases, but in the 2013 holiday season we saw the opposite. An increase in total transactions and revenue tells us that leading marketers have found their stride, sending more relevant emails to each customer based on his or her unique needs."

The percentage of total emails opened on mobile devices increased in 2013 for most industries. Multichannel retailers had the highest percentage of mobile opens this holiday season at 65 percent and were the only industry to receive more than half of their clicks on mobile as well.

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