CHICAGO, IL --(Marketwired - March 03, 2016) - According to Yesmail, the email service provider within Yes Lifecycle Marketing, brands that implemented responsive design in all of their email campaigns garnered 55 percent higher mobile click-to-open (CTO) rate and 23 percent higher desktop CTO rate than marketers who opted out of using responsive in any of their emails, attesting to the major role responsive design plays in converting openers to clickers, and eventually, purchasers.
Yesmail's Q4 2015 Email Marketing Compass, Do or Die: The Implications of Ignoring Responsive Design, suggests that brands not using responsive design are missing out on an opportunity to actively engage consumers on mobile. The report found that for all brands, regardless of responsive adoption, mobile opens accounted for over half of all email opens.
"Marketers must meet basic customer needs and expectations," said Michael Fisher, president of Yes Lifecycle Marketing. "As mobile quickly outpaces desktop, these findings indicate that consistently using responsive design is something email marketers can't afford to ignore."
The benchmark report also found that in Q4 2015 mobile revenue accounted for more than a quarter of all email-generated revenue. While desktop still brought in larger average order values (AOV), mobile AOV was growing faster. Desktop AOV grew by 13 percent year-over-year, while mobile grew by 15 percent over the same period. Similarly, mobile click-to-open (CTO) increased by 26 percent over the last two years while desktop CTO decreased by 29 percent in the same period.
"Mobile's continuous growth should encourage marketers to develop a seamless cross-channel strategy that enables consumers to move effortlessly from email to SMS to web, and ultimately, to the mobile path-to-purchase," said Mike Iaccarino, CEO and Chairman of Infogroup. "Yes Lifecycle Marketing's cross-channel marketing solutions can help marketers do just that."
To download Yesmail's Q4 2015 Benchmark Report: Do or Die: The Implications of Ignoring Responsive Design, click here.
About Yesmail
Yesmail, Yes Lifecycle Marketing's email marketing solutions provider, powers intelligent customer interactions. We define ourselves by a better caliber of technology, unmatched insights, and skilled services experts that help our clients get to 'YES' sooner with their customers. As a leading email services provider, we seamlessly integrate email, mobile, web, and social channels, enabling the world's best known brands to use data-driven insights to create meaningful connections with their customers in real-time. For more information, visit www.yesmail.com.