- A new report from Yesmail, which analyzed billions of emails, shows email revenue and click-through rates have continued to grow past the holiday push.
- Revenue generated from mobile email grew 12% in the first quarter over the fourth quarter to represent 22% of all email-generated email.
- Mobile email clicks grew 10% to represent 45% of all email clicks and 22% of all email-generated revenue.
Mobile growth, especially in revenue, can be attributed to improvements in the mobile experience. Smartphones have become bigger, better, faster -- and the revenue is catching up. The rise in the popularity of "phablets," or smartphones with screens almost as large as a tablet, is contributing to revenue streams as well. Phablet sales grew 148% between 2014 and 2015, creating a new market where it is easier to click-through and shop on a smartphone. And a mobile email activity grows, desktop email activity is decreasing.
“Marketers are starting to provide customers with a better mobile experience year-round, and the numbers reflect that,” Michael Fisher, president of Yes Lifecycle Marketing, told Marketing Land.