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Basket Abandonment Research / “41% of emails are currently viewed on a mobile device” / Affiliate Window

by on April 8, 2013 in Apps, FaceBook, Google, iPhone, Lead story, LinkedIn, Metrics, Mobile, Mobile Marketing, News you can use, Pinterest, Retail, Retail News, Twitter

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Mobile email big business within the performance channel

One of the most rapidly evolving phenomenon’s in how consumers are accessing information digitally is the devices they’re turning to in order to access their emails.

In fact, 41% of emails are currently viewed on a mobile device. With this figure widely expected to surpass desktop by the end of this year, there are clear opportunities and threats for advertisers in how they approach mobile email opportunities in the performance channel.

Research conducted by Matt Swan, Client Strategist – Affiliate Window

Re-targeting customers who have abandoned their baskets has also shown considerable growth in the past couple of years and with the rise of mobile commerce, the two elements have combined to enable re-targeting through mobile devices.

Just as we see sectors such as group buying significantly over indexing in terms of the share of sales generated through mobile devices, we also see basket abandonment emails outperform other publisher types generating sales through mobile handsets.

An impressive 13% of all sales that a leading basket abandonment publisher (Ve Interactive) drives are generated through mobile handsets; more than double that across our network as a whole and again indicative of changing consumer behavior and the move towards mobile email.

We can break this down further to look at the handsets that are generating sales. This has also been compared to a report produced by Knotice looking into the devices that were being used to view emails in Q3 and Q4 2012.

Knotice saw 29% of all email being opened on mobile devices. By focusing purely on mobile handsets we have been able to compare the devices that are typically being used for viewing emails to those that are driving sales for Ve Interactive.

Research conducted by Matt Swan, Client Strategist – Affiliate Window

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