Mobile usage is impacting email marketing click rates.
Experian has released the findings of its Cross-Channel Marketing’s Q3 2016 Email Benchmark Report.
Among the highlights, the report examined year-over-year and quarter-over-quarter email marketing trends. The analysis found that total click rates have declined year-over-year for the past four quarters, while the percentage of clicks generated on mobile phones has increased during the same time period.
“As mobile usage continues to grow, brands need to prepare for the potential of declining overall click rates for the foreseeable future,” said Spencer Kollas, vice president of global deliverability for Experian’s Cross-Channel Marketing, which helps brands leverage customer data to empower insight-driven marketing. “With this in mind, marketers can better position themselves for success on the mobile platform by ensuring their call-to-action buttons are clearly visible and easy to use.”
Other findings:
- Fifty-six percent of total email opens occurred on mobile phones or tablets in Q3 2016, a 4% increase from a year ago.
- While email volume increased 19.8% year-over-year in Q3 2016, transaction rates, revenue per email and average order value all remained relatively steady during the same time period.
- Seventy-three percent of consumer products and services and 76% of multichannel retail brands had year-over-year gains in email volume in Q3 2016.
For a complimentary download of the full report, click here.
