Tag Archives: mobile

Are Email Opens on Smartphones Smart for Business?

mobile-ecommerce-sales

With more and more email opens taking place on mobile devices – but not necessarily purchases – many email marketers have been faced with a new uphill battle to prove the impact of their efforts on revenue. The question they keep getting from management goes something like this: “smartphones are smart, but are they smart for our email marketing business?”

Looking at aggregate data from leading retailers who are currently using Movable Ink’s Insight module within our new agileEMAIL platform, it’s clear that email marketing to mobile users is a critical driver of sales, even if the final sale occurs somewhere other than on smartphones themselves. Here are some of our preliminary findings:

  • A little over 60% of consumers who initially open their email on a smartphone end up purchasing through desktops, with another 25% purchasing through tablets. Only 15% of smartphone-first openers complete transactions on their smartphones.
  • Consumers who open email on a smartphone or tablet first, and then convert on a desktop, have a 14% higher average order value (AOV) than desktop-only purchasers.
  • iOS device users outspend Android device users by more than 20%. This is consistent with other studies we’ve seen tracking the differences in mobile shopping behaviors between iOS and Android users. With Movable Ink, you’ll now have the ability to unearth the precise AOV of your email subscribers based on the devices they are using.

We’re excited to see how these trends take shape across different verticals, different geo-locations, time of day, etc., and how the numbers will evolve over time.

Please let us know what you think about these early findings by posting a comment below. Are you surprised? What other data would you like to uncover?

Lastly, if you’d like to know more about Movable Ink’s agileEMAIL platform and our Insight module, request a demo and one of our product specialists will get back to you shortly.

New Research from Movable Ink Shows Surging Tablet Use by US Consumers

Screen Shot 2014-05-12 at 3.31.29 PM

More and more Americans are turning to tablets when it comes to interacting with consumer brands, according to a new research report from Movable Ink. The data reveals that 18.5% of marketing emails were opened on a tablet in the first quarter, up from 16.5% from the previous quarter, and from 13.8% when Movable Ink first started reporting on device usage statistics in Q2 2013.

The Movable Ink “US Consumer Device Preference Report: Q1 2014” also shows that there are only 13 states remaining where desktop email opens exceed smartphone opens. By comparison, the country was evenly split just nine months ago, when Movable Ink issued its Q2 2013 report, underscoring how rapidly the mobile takeover is occurring.

“Mobile adoption continues to grow, and tablets are playing a bigger role in the mix,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “Marketers should be laser focused on what we call “next tap optimization,” which is all about making it easy for consumers to engage with brands and shop when using their smartphones and tablets.”

The quarterly report provides deep insight into the popularity of various devices, examines differences in consumer engagement based on the devices they use, and shows how device preferences vary across the nation. Unlike other studies, this data set exclusively includes results from large, enterprise B2C marketers.

Key findings include:

  • Two-thirds of all email opens took place on mobile devices. 66 percent of emails were opened on either a smartphone or tablet device, up from 65% in Q4 2013 and 62% when Movable Ink issued its first report in Q2 2013. Desktop accounted for a new low of 34% of email opens, a decline from 35% in the previous quarter.
  • Tablets stole time-share from desktops – and from smartphones. This quarter’s study marks the first time that tablet didn’t just chip away at desktop time-share, but at smartphones as well (smartphones accounted for 47.2% of opens in Q1 2014, versus 48.2% in Q4 2013).
  • Apple asserted its dominance over Android. iPhones and iPads accounted for 54.5% of all opens in Q1, compared to 49.9% in Q4. Meanwhile, Android devices combined for 10.8% of opens, down from 14.4% in Q4.
  • Android and Apple traded places when it came to time spent viewing emails. Slightly more than 40% of Android smartphone users viewed emails for 15 seconds or longer, compared to 35% of iPhone users. In Q4, 38% of iPhone users lingered the longest on messages, compared to 35% of Android smartphone users.
  • Smartphone usage peaks in the early morning, tablets in the evening. New data revealed how device usage varies by time of day.

The full report is available as a free download here.

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About the Movable Ink “US Consumer Device Preference Report: Q1 2014”

Charts are based on data collected through Movable Ink’s agileEMAIL platform between January 1 – March 31, 2014. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 150 enterprise B2C marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

The Electoral College Map of Email Opens: Q1, 2014

CDPR_MapChartsBlog

We’ve been hard at work poring over billions of data points to prepare our soon-to-be-released “US Consumer Device Preference Report: Q1 2014″, and wanted to share a sneak peak of one of the charts we’ll be sharing examining how device preferences vary by geography.

Our state-by-state analysis reveals the continued trend towards smartphone dominance. New additions to the smartphone state club in Q1 2014 included Colorado, New Mexico, Oregon, and Wyoming. Also, new in Q1, Mississippi overtook Texas as the nation’s top smartphone state, approaching 60% of all opens.

This map has gotten progressively pinker over the 4 quarters that we’ve been issuing the report, and now only 13 desktop states are left standing. For a bit of perspective, when we issued our first US Consumer Device Preference Report just 8 months ago (which looked at Q2 2013), 23 states were either heavy or leaning desktop, so the landscape is shifting towards mobile at an amazingly fast pace, and the “Electoral College of Email Opens” can now safely be described as a landslide for smartphones.

To download our past research reports, visit our Resource Center.

Methodology

The map is based on data collected through Movable Ink’s agileEMAIL platform between January 1 – March 31, 2014. It reflects aggregate statistics across Movable Ink’s customer base, which includes more than 150 enterprise B2C marketers from the retail, travel, financial, media, and telecommunication industries. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

New Research Shows Mobile Dominates Desktops with 65% of Total Email Opens in Q4 2013

Movable Ink US Consumer Device Preference Report Q4 2013Americans are ditching desktops, viewing marketing emails on their smartphones and tablets more than ever, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q4 2013. The data reveals that 65% of marketing emails were opened on a smartphone or tablet in the fourth quarter, up four percentage points from the previous quarter, while desktop opens slowed to a new low of 35%, down from 39% in the previous quarter.

The report provides deep insight into the popularity of various devices, examines differences in consumer engagement based on the devices they use, and shows how device preferences vary across the nation. This quarter’s report also include an exclusive look at device usage over the course of the critical 2013 holiday shopping season. Unlike other studies, this data set exclusively includes results from large, enterprise B2C marketers.

Key findings include:

  • Movable Ink Agile Email Marketing research mobile opensNearly two-thirds of all email opens took place on mobile devices. 65% of emails were opened on either
 a smartphone or tablet device, up from 61% in Q3 2013. Desktop accounted for just 35% of email opens, a decline from 39% in the previous quarter.
  • Tablet popularity continued to grow. Over 16% of emails were opened on a tablet, up from 15% in Q3 2013, and slightly under 14% in Q2 2013. Although Android tablets comprise only 1.8% of total email opens, this figure was twice as high as the previous quarter when they accounted for .9% of total email opens.
  • Android gained market share. Consistent with Q3, Apple smartphones and tablets accounted for 50% of total email opens. But Android smartphones and tablets represented 14% of all email opens, up from 10% in the previous quarter.
  • iPhone users spent the most time viewing emails. 38% of iPhone users spent 15 seconds or more viewing each message. Android smartphone users came in at a close second, with 35% spending 15 seconds or more viewing an email.
  • This is the first time that no US states were “heavy” desktop users. Texas remained the most smartphone friendly state, now with over 57% of emails opened on a smartphone (up from 53% last quarter). Although Maine and Vermont maintained their positions as the top two states for desktop use, the percentage of total emails opened on desktops in these states declined to under 50%, as smartphone popularity continued to spread across the nation.
  • Thanksgiving was the biggest day for smartphone use over the holiday season, whereas Cyber Monday was the biggest day for desktops. On Thanksgiving, nearly 60% of marketing email opens occurred on smartphones. While still beat by smartphone opens (45.5%), Cyber Monday showed the strongest showing for desktops, with 40% of all marketing email opens.

“This quarter’s report shows that we are in the midst of a mobile takeover,” said Vivek Sharma, Co-Founder and Chief Executive Officer of Movable Ink. “In the new year, we expect marketers to continue to place high priority on mobile optimization which will allow them to better engage consumers who are on-the-go with relevant, real-time offers.”

Download the free report here to access all of our findings and analysis.

Texas is the Most Smartphone Friendly State: WFAA-TV Dallas/Fort Worth Broadcast Report

 

Texas is the most smartphone friendly state in the country, with over 53% of marketing emails opened on smartphones. WFAA-TV, the ABC affiliate station for the Dallas/Fort Worth metro area, recently shared these findings from our US Consumer Device Preference Report, Q3 2013 in the above TV broadcast.

Do you live in a smartphone state or a desktop state? The chart below gives a look at the top 5 states for smartphone and desktop use, based on the percentage of email opens per device. Download the full report to see a detailed breakdown by state, as well as more device use findings based on Movable Ink’s aggregate email open data from over 100 enterprise B2C brands.

Email Opens by US State Movable Ink Q3 2013

New Research Shows iPad Beats Android for Email Opens

Movable Ink US Consumer Device Preference Report: Q3 2013iPad dominates when it comes to brand marketing email opens on tablets, according to Movable Ink’s latest research, the US Consumer Device Preference Report: Q3 2013. The data reveals that despite the nearly equal market share between the two, consumers are 15 times more likely to open brand emails on an iPad than on an Android tablet.

“This quarter’s report shows that tablets are gaining momentum, quickly becoming a primary driver of email marketing interactions,” said Vivek Sharma, Co-Founder and CEO of Movable Ink.

The report, based on aggregate email open data from over 100 enterprise B2C brands, offers critical insights into the current email marketing landscape:

  • The growing role that tablets are playing in the mobile shift
  • The latest in the battle between iOS and Android
  • Differences in email engagement across smartphones, desktops, and tablets
  • Geographic variances in smartphone adoption

Download the free report here to access all of our findings and analysis.

Movable Ink US Consumer Device Preference Report: Q3 2013, Email Opens By Device

During the third quarter of 2013, 61% of emails were opened on either a smartphone or tablet device.

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In Case You Missed It: “Holiday Email Inspiration: 12 Ways to Stand Out and Boost Sales” Webinar Recap

Holiday Email Inspiration Webinar RecordingLooking for creative holiday email marketing ideas? In our recent webinar, Andre Prevot, Strategy Director, and Alison Lindland, Account Director, of our Client Experience team offered a closer look at the six email examples in our 2013 Holiday Email Marketing Inspiration Guide, and revealed six more innovative ways to use Agile Email Marketing technology in holiday campaigns.

Below is a quick recap of the 12 ideas shared on the webinar:

Holiday Email Inspiration: 12 Ways to Stand Out and Boost Sales
1. Use video-in-email and a countdown clock to unveil a new product
2. Use social media to make emails interactive
3. Personalize an image with the subscriber’s name
4. Optimize creative in real-time to maximize each email’s effectiveness
5. Check back on the same email for new deals every hour
6. Show real-time shipping status information
7. Show nearby store locations and open hours
8. Change the products that are promoted based on each shopper’s current location
9. Use barcodes in mobile emails to drive in-store sales
10. Promote current best-sellers
11.  Include a “click to call” button on mobile email during open hours
12. Promote your mobile app on each device

Questions? Reach out to us at contact@movableink.com.

It’s Here: 2013 Holiday Email Marketing Inspiration Guide

2013 Holiday Email Marketing Inspiration GuideThe 2013 holiday season is just around the corner. This season, Movable Ink is giving you the gift of email marketing inspiration. Download the 2013 Holiday Email Marketing Inspiration Guide to check out six creative ways that Agile Email Marketing technology can be used to create engaging, memorable, and profitable email experiences. You’ll see how you can:

  • Drive in-store sales by showing a local map of nearby store locations and open hours.
  • Unveil a new product using video and an animated countdown clock.
  • Offer enhanced customer service by including a “click to call” button in mobile email.
  • … and more!

Make 2013 your most successful holiday season yet— download the free guide to learn how.
Questions on these examples? Give us a shout at contact@movableink.com

If you’re looking for even more holiday email marketing inspiration, be sure to check out this post by Lalit Chopra, our Director of Strategic Partnerships, on Silverpop’s blog: “Guest Expert: Movable Ink’s Lalit Chopra on Creative Ways to Boost Holiday Sales with Agile Email Marketing.”

Emails We Love: ESPN’s Fantasy Football Mobile App

It’s officially football season, which also means sports fans across the country are glued to checking their Fantasy Football team scores. Managing your Fantasy team while on the go is one way to stay ahead of the game—which is where ESPN’s Fantasy Football mobile app comes into play.

To promote the mobile app, ESPN sent the email shown below on the morning of the 2013 NFL Kickoff. By using Agile Email Marketing technology, the same email offered two entirely different experiences when opened on a desktop or on a mobile device.

ESPN Fantasy Football Kickoff Email

When the email is opened on desktop, the main call-to-action is to manage the team from your mobile device, and links to more information about the app’s capabilities and the various mobile platforms that are supported. Icons for the AppStore, Google Play, and Windows Phone Store are all shown.

When the same exact email is opened on a mobile device, a few major changes happen. First, the main image is an animated gif of a mobile device with the ESPN app open, scrolling through a team roster to show the functionality of the app. In the example here, the app is shown inside an iPhone screen, but if the fan happened to be using an Android or iPad to read the email, the image of the device shown would match the device actually being used. Also, the call-to-action changes to be device-specific, (notice, “Manage Your Team From Your iPhone”). When fans click on “Download The App For Free,” they are brought directly into the app’s download page on the AppStore, Google Play, or Windows Phone Store—depending the device currently in use.

ESPN gives new meaning to “mobile optimization” with this email. For more tips on how to make your mobile emails stand out, check out our “Mastering Mobile Email” series.

The Impact of Gmail’s New Inbox: Top Three Considerations for Email Marketers

Gmail's new "Promotions" tab

At the end of May, Gmail announced a “new inbox” that automatically sorts users’ email into three different tabs: “Primary,” “Social,” and “Promotions.” Now that Gmail’s redesigned inbox has started to roll out—what have we observed so far, and what key considerations should email marketers keep in mind for future promotional campaigns?

Our VP of Marketing, Jordan Cohen, shared his perspective on this subject in a few different publications recently. Below are his top three considerations for email marketers:

1.    Send-time optimization will be an exercise in futility.
“Is Gmail’s New Inbox an Email Marketing Killer?” July 19, 2013, EContent Magazine
“Marketers do need to account for the greater length of time that will take place between the moment they hit the send button, and the moment the recipient actually opens the email. A marketer’s ever-popular ‘One Day Only Sale’ email might be expired by the time the recipient gets around to visiting the Promotions tab. Travel and event tickets, and limited availability inventory might be sold out.”

2. When users do check the “Promotions” tab, they will be in a buying mode.
“Gmail Inbox revamp spells trouble for time-sensitive mobile offers,” July 23, 2013, Mobile Marketer
“If people click on the promotions tab, it means they are in a higher-intent buying mode… It means they are clicking the tab thinking I want to go and see what commercial offers are waiting for me in my email inbox as opposed to having all email in a single inbox and missing some stuff there.”

3. The macro-trend of rising smartphone adoption may offset the impact of Gmail’s new inbox, but this change cannot be ignored.
“Coping With The New Gmail Inbox,” July 24, 2013, MediaPost
By last count (June 2012), there were 425 million Gmail users in the world, and it may be up to half a billion by now—so the effect can potentially be substantial. That said, the larger macro-trend of rising smartphone adoption means that the number of consumers who actually use the tabbed Gmail interface will be smaller.

BUT even though not all Gmail users will be using the new, tabbed inbox system, there will still be millions — if not hundreds of millions — who will, representing anywhere from 10% to 20% of an average B2C email marketer’s list. Marketers will have to rise to the occasion and adopt new strategies and technologies if they want to stay relevant with their Gmail-using recipients.”

 

Have questions on Gmail’s new inbox? Leave a comment below, or reach out to us directly at contact@movableink.com.

Interested in learning more about how agile email marketing can benefit your email marketing goals? Get started with Movable Ink here.