Marked as the highest revenue-generating season of the year, the holiday months are a crucial time for marketers to ramp up their initiatives and engage with consumers. For those looking to put the cheer in “holiday cheer” this upcoming season, it’s all about content relevance, optimizing the mobile experience, and establishing lasting relationships. And we have the numbers to back it up. Read this overview of Yesmail’s Email Marketing Compass to learn key metrics spanning five quarters - Q2 2013 through Q2 2014 - so you can achieve holiday campaign success.

1. Q2 Benchmark Overview:
Best Practices for Holiday
Season Planning

2. Yesmail Confidential 2
Summary Findings
• Year-over-year, the number of average email opens
per opener increased by 6%.
• During the same period, the number of unique clicks
dropped by 14% year-over-year
• Consumers are only half as likely to click on an email
opened on their mobile device compared to desktops.
• The mobile conversion rate also lags behind desktop
(1.8% vs. 2.7% for desktop).
Methodology: Yesmail analyzed more than 25 billion
marketing emails sent on behalf of its clients from Q2 2013
to Q2 2014.

3. The Selective Email Reader

4. Yesmail Confidential 4
Clicks Fall As Email Volume Rises
• Over the past year, the number of emails in subscribers’
inboxes has grown by 9%
• During the same period, the email open rate has
decreased by 3% and unique clicks have dropped by
14%

5. Yesmail Confidential 5
Triggers Pay Off Big Time

6. Yesmail Confidential 6
Customer Relationships Matter
• The number of opens for active subscribers has
increased 6% year-over-year
• More than half of subscribers who opened or clicked an
email are long-term customers

7. The Mobile Challenge

8. Yesmail Confidential 8
Shoppers Turn to Mobile Devices
• Mobile devices account for two-thirds of all email opens1
• The number of mobile purchases has increased nearly
40 percent since last year
¹Adjusted Mobile Open rate. By applying the ratio of clicks to opens for Apple devices to Android clicks, we calculated an
adjusted number for Android opens. This calculation allows for a more realistic measurement of mobile activity as a whole.

9. Yesmail Confidential 9
Mobile Conversions Still Struggling
• Mobile devices count for only one-third of all email
clicks
• Consumers are half as likely to click on a mobile email
vs. a desktop email
• Mobile converts at two-thirds the rate of desktop

10. Yesmail Confidential 10
Mobile Revenue Not Keeping Up
• Mobile email revenue has grown only 10 percent since a
year ago
• Average order value on mobile has declined 30 percent
and is now 33 percent lower than desktop

11. Yesmail Confidential 11
Consumer Services, Insurance Lead

12. Yesmail Confidential 12
For best practices on how
to address changes in
consumers’ email
behavior and purchase
habits, download the full
Yesmail Email Marketing
Compass report HERE.

13. Yesmail Confidential 13
We power intelligent customer interactions. We give you
the insights to recognize and understand your customer
to deliver contextually relevant digital communications –
while respecting their preferences and privacy. We help
marketers evolve their customer relationships through
intelligent interactions via technology, insights, and
services.
in a near real-time multichannel environment. We help
you compete in the age of the customer.
For more information, visit www.yesmail.com.

14. Thank you!
Yesmail Marketing
marketing@yesmail.com