PART 1 of 3

The Mobile ChallengeBelow, we share some revealing mobile trends and provide tips on optimizing the mobile experience.

Mobile opens account for 65% of all email opens, but mobile clicks only account for 35% of all email clicks.

34% – of all mobile events now happen on Android devices

44% – iPhone

22% – iPad

Employ scalable and/or responsive

design

Include big calls-to-action

Minimize steps to checkout

Design for images-off setting

Encourage viewing emails with “images on”

BUT...

On-the-go purchases comprised 22% of all email-generated orders in Q2 2014, a 40% increase from Q3 2013

The average order value (AOV) discrepancy between mobile and desktop was 3 times larger in Q2 2014 compared to Q3 2013

AOV mobile AOV

mobile

*By default, Android devices do not download email images.

Best Practice TipsTackle the mobile challenge by:

Optimizing customer experience along the mobile path-to-purchase

To find out how to implement these best practices and learn more email metrics, check out the full report at

Yesmail.com/email-marketing-compass-year-reviewCheck back for part two of three: coping with the selective email reader.

Addressing your Android audience:*

Q3 2013mobile &desktop

Q2 2014mobile &desktop

All Email Opens

65%

35%

All Email Clicks % Mobile Clicks

% Mobile Opens

0%

50%

100%

0%

50%

100%

CTAStep 1

Step 2

Step 3

Checkout

Turn Images on?

$79$88 $83

$55

$9lower

$28lower Mobile Order

Value

Desktop Order Value

22%

Thanks for your order!

2014

16%

Thanks for your order!

2013

Yesmail’s latest Email Marketing Compass analyzed a range of email metrics spanning the past five quarters, identified engagement trends that drove customer behavior, and outlined strategies to achieve Q4 success.