The holiday shopping season can make or break a retailer’s year, and a successful email campaign can tip the scales in the right direction. There are several components to a successful campaign, but to hit the target, you need to know how your customers are interacting with your emails, and in what context, so you can optimize and contextualize your emails.
To shed a some light on your customers’ holiday email engagement behavior, each week we’ll be sharing consumer device preference data for email opens and conversions — as well as any other interesting insights we see — right through the post-holiday campaign season.
Email Opens: Nov. 30 – Dec. 6
While we saw higher than average mobile opens on Black Friday at 76%, (only 63% on Cyber Monday), mobile opens settled back down to 65% from 11/30 to 12/6.
Email Conversions: Nov. 30 – Dec. 6
What’s interesting is the swing back to desktop for conversions during this time period. Only 47% of retail customers chose to convert on mobile from from 11/30 to 12/6, a drop from Black Friday (58% mobile retail conversions) and even the Q3 average (49% mobile retail conversions).
So, while mobile optimization should still be a top priority, desktop activity is not dead. Emails that can detect device and display content accordingly are your best bet.
Check back next Thursday for our next report.