Mobile-Only Email

Ann-Marie Vazzano

Half of all consumers read emails only on their mobile devices, according to a recent study from Yesmail/Yes Lifecycle Marketing. The study analyzed 6.4 billion emails sent in the fourth quarter of 2013 and found that email-
generated mobile sales increased at triple the rate of desktop sales.

“In quarters past, marketers have been embracing mobile as a variable in the consumer journey. Now, mobile should be marketers’ primary focus,” says Michael Fisher, president of Yes Lifecycle Marketing. “The increase in mobile sales indicates that consumers are not only more comfortable with mobile, but more comfortable with immediately acting on emails opened on a mobile device.”

The study also found that “hybrid email viewership” (opening an email on a mobile device and then looking at it again on a desktop) decreased by almost 40%. On the flipside, the number of mobile-only viewers increased by more than 60% from June to December 2013. GP