Movable Ink Releases New Research Showing Desktop Email Conversions Increased in Q2 2015

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Desktop rebounds to 53 percent in expanded analysis of 267,000 email conversions

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The fact that mobile email opens continue to rise, but conversions didn’t keep pace may shed light on the mobile click-through experience. Building mobile-friendly emails is one thing, but responsive sites that make mobile shopping easy are a must.

While mobile email opens inched upward, desktop conversions spiked in Q2 2015, bringing desktop and mobile conversions to a near even split, according to new research by Movable Ink, the contextual experience engine for innovative email marketers.

Movable Ink’s quarterly U.S. Consumer Device Preference Report provides deep insights into consumers’ adoption and use of smartphones, tablets and desktop computers, and how they engage with email while using their preferred devices.

While mobile continued to dominate email opens in Q2 2015 (68%), desktop conversions rose to 53%, slightly overtaking mobile conversions (47%), based on analysis of 267,000 email conversions. Within mobile conversions, iPhone remained dominant (19%) compared to Android phones (10%), with iPad and other mobile accounting for the remaining 18%.

The report also broke down email opens by time of day, industry vertical and geography, as well as the length of time consumers read an email per device.

“We found it quite interesting that desktop email conversions were back up in Q2,” said Vivek Sharma, Co-founder and Chief Executive Officer of Movable Ink. “The fact that mobile email opens continue to rise, but conversions didn’t keep pace this quarter may shed light on the mobile click-through experience. Building mobile-friendly emails is one thing, but responsive sites that make mobile shopping easy are a must to complete the experience.”

Key findings include:

  • Desktop conversions spike again. Analysis of 267,000 emails showed that desktop conversions increased from 37% in Q1 to 53% of all conversions in Q2. Mobile accounted for 47% of conversions.
  • Mobile opens inch forward. Last quarter, mobile email opens reached 67%. In Q2, that number inched forward to 68%.
  • Apple reigns supreme for mobile opens. iPhones accounted for 42% of all mobile opens compared to 10% for Android phones. The same held true for tablets with iPads accounting for 14% versus 1% for Android.
  • Tablet users spend less time in the inbox. More than 75% of iPad users and 58% of Android tablet users spend an average of 15 seconds or less reading email on their tablet.
  • Mobile opens dominate across industries. Analysis of 1.32 billion email opens shows that every single industry is mobile-first except automotive (42%) and non-profit (49%).

The full report is available as a free download here.

About the Q2 2015 Movable Ink U.S. Consumer Device Preference Report
The U.S. Consumer Device Preference Report is based on data collected through Movable Ink’s contextual marketing platform between April 1, 2015 – June 30, 2015. They reflect aggregate statistics across Movable Ink’s customer base, which includes more than 250 brands from the retail, travel, financial, media, and telecommunication industries and account for 1.32 billion email opens across the country unless otherwise stated. Because determining email opens requires images to load, the percentages for some devices might be over or underrepresented.

About Movable Ink
Founded in 2010, Movable Ink pioneered the application of contextual experiences to email. Movable Ink clients can use any email service provider to deliver dynamic content that changes, in real-time, according to the context of each individual consumer. More than 250 innovative brands including The Wall Street Journal, eBay, Finish Line and Saks Fifth Avenue use Movable Ink to Market in the Moment and optimize their email campaigns to drive ROI. The company is headquartered in New York City with an office in London. For more information, visit http://www.movableink.com.

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Peter Moran
Indicate Media
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