Responsive emails, which automatically adapt to screen size, typically command more engagement than status quo emails when viewed on a mobile device. However, many marketers haven’t adapted to consumers’ increased mobile usage. Read Yesmail’s overview of Q1 benchmarks to learn important insights, including: • Variations in email engagement and conversion across devices • How industries compare in terms of opens, clicks, and click-to-open rates • The holiday’s effect on the percentage of active subscribers, number of mobile orders, and more

1. Q1 Benchmarks
Overview:
The Responsive Design Effect

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Introduction
• Responsive design emails automatically adapt to screen size
and, in general, command more engagement than non-
responsive emails when viewed on a mobile device.
• While consumers are moving toward mobile, marketers haven’t
kept up, inconsistently employing responsive design.
• Hybrid email viewership (viewing on mobile then revisiting on a
desktop or vice versa) continues to decline, indicating that
consumers are favoring a single device (whether desktop or
mobile) to interact with emails.
• Tablets remain the mobile device of choice for shoppers
responding to marketing emails, edging out smartphones.
Methodology: Yesmail analyzed more than 5 billion marketing emails sent on
behalf of clients in the first quarter of 2014.

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Responsive Design
• Over half of all emails (51.6%) continue to be opened on a
mobile device.
• Emails using responsive design have a 21% higher CTO than
non-responsive emails.

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Responsive Design
Despite the benefits, only 1% of marketers send responsive
emails exclusively.

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Mobile Engagement

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Hybrid Viewership
Hybrid viewers, or consumers who open emails on both desktop
and mobile devices, dropped 12% vs. Q4.

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Hybrid Viewership
Only 7.5% of all consumers now open marketing emails on both
mobile and desktop devices.

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Hybrid Viewership

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The Rise of Tablets
Tablet events (the sum of opens and clicks) for emails opened on
mobile devices grew by 4.5% vs. Q4.

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The Rise of Tablets
The number of tablet orders as a proportion of all mobile orders
grew by 7%. The number of smartphone orders decreased at
almost double the rate (13%).

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The Rise of Tablets
Mobile Revenue

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Holiday Hangover
• The holiday season had a large impact on marketers’ activities
and consumer response in Q1.
• The average number of emails received per opener dropped by
17% quarter over quarter as retailers mailed fewer offers after
the holidays.
• The percentage of active subscribers (opened/clicked within 90
days) dropped by 6%, possibly because customers had
completed their holiday shopping.
• The number of mobile orders decreased by 4%, most likely as a
result of the shopping season being over and consumers not
feeling urgency to complete their purchase on their mobile
devices.

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Q1 Benchmarks Overview Download
To download the full report and read through all the insights,
please visit:
Q1 Benchmark Overview: the Responsive Design Effect

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About Us
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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.