Q2 Benchmark Overview:

Best Practices for Holiday

Season Planning

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Summary Findings

• Year-over-year, the number of average email opens per opener increased by 6%.

• During the same period, the number of unique clicks dropped by 14% year-over-year

• Consumers are only half as likely to click on an email opened on their mobile device compared to desktops.

• The mobile conversion rate also lags behind desktop (1.8% vs. 2.7% for desktop).

Methodology: Yesmail analyzed more than 25 billion marketing emails sent on behalf of its clients from Q2 2013 to Q2 2014.

The Selective Email Reader

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Clicks Fall As Email Volume Rises

• Over the past year, the number of emails in subscribers’

inboxes has grown by 9%

• During the same period, the email open rate has

decreased by 3% and unique clicks have dropped by

14%

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Triggers Pay Off Big Time

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Customer Relationships Matter

• The number of opens for active subscribers has

increased 6% year-over-year

• More than half of subscribers who opened or clicked an

email are long-term customers

The Mobile Challenge

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Shoppers Turn to Mobile Devices

• Mobile devices account for two-thirds of all email opens1

• The number of mobile purchases has increased nearly

40 percent since last year

¹Adjusted Mobile Open rate. By applying the ratio of clicks to opens for Apple devices to Android clicks, we calculated an

adjusted number for Android opens. This calculation allows for a more realistic measurement of mobile activity as a whole.

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Mobile Conversions Still Struggling

• Mobile devices count for only one-third of all email

clicks

• Consumers are half as likely to click on a mobile email

vs. a desktop email

• Mobile converts at two-thirds the rate of desktop

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Mobile Revenue Not Keeping Up

• Mobile email revenue has grown only 10 percent since a

year ago

• Average order value on mobile has declined 30 percent

and is now 33 percent lower than desktop

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Consumer Services, Insurance Lead

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For best practices on how

to address changes in

consumers’ email

behavior and purchase

habits, download the full

Yesmail Email Marketing

Compass report HERE.

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We power intelligent customer interactions. We give you the insights to recognize and understand your customer to deliver contextually relevant digital communications – while respecting their preferences and privacy. We help marketers evolve their customer relationships through intelligent interactions via technology, insights, and services.

in a near real-time multichannel environment. We help you compete in the age of the customer.

For more information, visit www.yesmail.com.

Thank you!

Yesmail Marketing

marketing@yesmail.com