NEW YORK – DECEMBER 9, 2014 – Return Path released insights into mobile marketing trends to help brands optimize their email marketing performance. Of note, retailers hoping that consumers’ rapid shift toward mobile communications will help simplify their email marketing approaches this holiday season and beyond will be disappointed by the findings from the study.
Instead of opening more marketing messages on mobile devices as they did last year, consumers actually read slightly less email on phones and tablets after the 2013 holiday season. That means brands need to continue to create email marketing experiences for a spectrum of platforms, email clients, and devices.
Mobile opens surged on the Sunday after Thanksgiving, when people were at home sorting through the first wave of email offers from retailers. However, desktop opens surged the next morning as people opened their inboxes at the office and started shopping on Cyber Monday. Increasingly “mobile” doesn’t mean “on-the-go”; it means “not-at-work” challenging marketers to develop unique timing and tone for mobile email campaigns more likely to reach people at home.
Consumers may not be flocking to new iPads, but their use is hardly in decline. iPads continue to make up more than 20% of the share of opens on iOS devices, showing no signs of flagging. The iPad remains a powerful email marketing experience, even if consumers aren’t replacing them as readily as they do smartphones.
The UK is far more mobile-inclined than the US, Australians are heavy iPad users, and Android enjoys its biggest share in the Brazilian and German markets. Overall, international marketers face an even more complex landscape when crafting messaging and holiday marketing strategy.
Consumers opened 60% of apparel retailers’ messages on mobile devices, but only 30% of travel-related email was read on mobile. It’s critical for brands to understand the preferences and dynamics of their audiences, because people appear to change their behavior depending on whom they interact with. For example, the tone and messaging that gets mall shoppers to click may be entirely ineffective at promoting lunch specials even when it reaches the same consumers in the same place at the same time.
Return Path is a consumer intelligence company. We analyze the world’s largest collection of email data to show marketers how to stay connected to their audiences, strengthen their customer engagement, and protect their brands from fraud. Our solutions help mailbox providers around the world deliver great user experiences and build trust in email by ensuring that wanted messages reach the inbox while spam and abuse don’t. Consumers use Return Path technology to manage their inboxes and make email work better for them. Find out more about Return Path at returnpath.com.