Tag: mobile marketing trends

Mobile marketing report shows email over smartphones is exploding

| September 3, 2013

Yesmail Interactive has released a benchmark report that shows that consumers often access email over these devices.

An insightful benchmark report has just been released by Yesmail Interactive, which could prove to be highly useful to online mobile marketing and commerce companies who are currently – or who will be – using email to communicate with consumers.

The report showed that a tremendous percentage of consumers are using their smartphones and tablets to open emails.

It also revealed more detailed data, such as the fact that an overwhelmingly large number of brand emails are being opened specifically over devices based on Apple’s iOS. At the same time, Android devices are far behind that leader, with only 17 percent of owners opening brand emails using their devices. Windows, BlackBerry, and other device platforms are barely on the radar with a slim 1 percent.

Yesmail assembled its mobile marketing report based on an analysis of more than 5 billion emails.

The over 5 billion emails sent by Yesmail revealed the following key figures:

• Consumer service organizations such as Groupon or Yelp experience a mobile marketing email open rate of over 50 percent, which is a figure that is the highest in the industry. This suggests that this sector is performing the best in terms of optimizing their emails for smartphone and tablet users.
• One third of all consumers were deemed to be “device-agnostic” by the report. Also known as hybrid users, they use smartphones, tablets, and desktop computers equally, without preference, for viewing emails.
• 61 percent of active users either exclusively use their smartphones or tablets to open mobile marketing emails, or use their mobiles and desktops interchangeably.
• The most effective frequency of email sending is from three to seven times per week. The companies that have the greatest active subscriber percentage (21 percent) send an email at least one time every two days. When emails are sent on a daily basis, the figure plummets to 11 percent.
• Among all email opens, 49 percent occur on a smartphone or tablet.
• There is a 100 percent higher click-to-open rate on desktops when compared to smartphones and tablets, across all industries.
• Eighty two percent of all mobile marketing email opening activity occurs on Apple devices.

The insight from this report could be highly beneficial for underscoring the need for proper mobile marketing optimization for emails, and tailoring a campaign to provide consumers with the experience that they expect and prefer.

Mobile marketing techniques are targeting women shoppers

| July 10, 2013

Marketers are honing their strategies in order to time their ads to appeal to females with smartphones.

In the United States, approximately 85 percent of all shopping decisions are made by women, according to a tremendous amount of recent research, and this is making them a highly desired target for many mobile marketing campaigns.

According to many marketers, the key is to attract and influence them while they are in retail stores.

An in-store marketing provider called Swirl has released its own recommendations regarding the way in which retailers can become more appealing to female consumers as they shop, and how they can influence what they buy. One of the reasons that the strategy is seen as highly important in-store as opposed to before they even head out is that women like to be able to see and touch the products that they are thinking about buying, and they like the social experience of heading out to purchase products while they are with their friends and family.

Though this is not entirely new, the difference is that they have their smartphones with them and can be reached with mobile marketing.

This has made smartphones an extremely important device when it comes to making decisions about what to buy. Retailers are now starting to see this opportunity to communicate and interact with female shoppers to help to encourage them to buy their products through various forms of encouragement.

A study conducted involving 1,000 women shoppers determined that 76 percent had a preference for shopping for clothing and apparel while in-store – as opposed to buying online – and that only 22 percent favored buying this type of product online, and only 2 percent preferred to shop over smartphones or tablets.

That said, what mobile marketing experts have realized is that while women may not be making their actual purchase over smartphones and tablets, they are using those devices to inform themselves about what they are thinking about buying, as well as to find better prices and savings opportunities such as discount coupons. A survey recently commissioned by Google showed that more than 66 percent of smartphone owners use their devices to assist them with shopping while they are in a brick and mortar store.

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