There is no doubt that a modern marketing strategy should always include mobile marketing. Why? Well, there are 5.2 billion of people on earth (73% of world population) using mobile phones, 40% of which own smartphones.
And what do all these users do with their smartphones? Among the 3 most popular activities are: email (78%), web browsing (73%) and Facebook (70%). It is not a coincidence that Google and Facebook are the companies with the most downloaded apps, reaching 1 billion downloads.
The small and medium enterprises have a lot of work ahead: as the use of email is the first and foremost activity on smartphones, email marketing has become a vital part of the digital marketing strategy.
The marketing KPIs relevant to the email marketing strategy are the percentage of users that you are reaching, the open rate, the click rate etc. These factors are equally important on mobile devices.
But how do the marketers perceive email marketing today? and what is the real impact of different mobile strategies? Check out these statistics to understand how this channel is growing and how it is seen by all the stakeholders involved in the market.
Mobile Email Stats
A large majority of U.S. adults have a favorable opinion of companies that use email to communicate with their customers, 72% have given good reviews.
Receiving emails on smartphone has increased by more than 20% each year. The number of mobile email users is expected to grow at an annual rate of 12% over the next four years.
Unfortunately, not all marketers have effectively adapted to this fast change: 17% of marketers do not have a strategy for mobile email and just 21% say they have an advanced mobile email strategy. This would explain why 53% of all conversations in 2015 were on desktop while only 29% on Smartphones and 18% on tablets.
Email Automation and Customization
More than 75% of the revenue generated by email has its origin in automated and customized emails – campaigns not sent out massively. Custom-made emails are 26% more likely to be opened.
The simple task of putting custom subject lines can mean a lot to small and medium enterprises as they lead to an increase in open rate of 41% and generate transactions of higher volume and revenue.
Email marketing ROI
Digital marketers rate email as their most effective marketing tactic and say it has the highest return on investment (ROI) of all digital channels. The average ticket of a transaction from users that come from an email is 3 times higher than the transactions from users coming from social networks!
Email is the most successful online technique in B2B marketing, with almost a third of B2B marketers declaring it has the most important impact on revenue with a ROI of 3,800%.
Mobile devices contribute considerably to email marketing ROI but 8 out of 10 senior marketers say they have difficulty measuring it. They appear to generate far more openings but considerably fewer conversations which have discouraged many to invest further. The iPhone for example has a 42% open rate but only 18% conversion. Indeed, while iPhone users are opening the most emails there are also spending the least amount of time looking at emails.
Mobile Advertising Stats
App Store Optimization (ASO) is about more than just getting good reviews for your app and investment here is crucial for mobile app marketing. Marketers have noticed this, and overall, they plan to increment the budget on mobile from 8% today to about 20%.
Mobile advertising spending experienced a 50% increase in 2015 compared to the previous year. In the U.S., the digital ad expenditure reached the $50 billion, of which $13 billion went to mobile advertising.
In 2015 the industry that is ranked as the most aggressive in digital marketing was the entertainment industry with nearly 54% of digital ad spending, while media brands spent 51%.
Mobile Shopping Stats
Mobile sales will represent 25% of all online sales by 2017 in all America, and mobile commerce will account for 30% of global e-commerce spending by 2018.
E-mail marketing commonly generates about 20% of retail traffic and often an even higher share of orders (25-30% for some retailers). While more than 50% of emails are opened on mobile devices, these only lead to 18% of orders.
Another reason to implement ASO is that online purchases are up to 12.7% higher on smartphones than on desktops.
Mobile Social Media Stats
Facebook reported that mobile revenue in 2015 made up 76% of its total revenue and Twitter reported 88%.
Marketers who use email in combination with social sharing can generate more revenue. Some reports found that social sharing buttons increase click-through rates 158%. Once the user converts, it should be easy for him to tell his friends about their great experience via social media.
Facebook is one of the most downloaded apps and 189 million Facebook users are “mobile only”.