Desktop Email Conversions on the Rise

Peter Devereaux
by Peter Devereaux 13 Aug, 2015
Desktop Email Conversions on the Rise

Desktop is keeping pace with mobile when it comes to email conversions according to new data from Movable Ink.

 

The company's quarterly U.S. Consumer Device Report reveals that while mobile email opens increased in Q2 2015 (68 percent from 67 percent in Q1), desktop conversions also grew and even slightly overtook mobile. In fact, desktop conversions rose to 53 percent while mobile conversions remained at 47 percent. Within mobile conversions, the data found that iPhones remain dominate, accounting for 19 percent, while Android accounted for 10 percent of conversions and other mobile devices (including the iPad) accounted for the remaining 18 percent.

 

"We found it quite interesting that desktop email conversions were back up in Q2," said Vivek Sharma, Co-founder and Chief Executive Officer of Movable Ink. "The fact that mobile email opens continue to rise, but conversions didn't keep pace this quarter may shed light on the mobile click-through experience. Building mobile-friendly emails is one thing, but responsive sites that make mobile shopping easy are a must to complete the experience."

 

In addition to conversion rates, the report broke down email opens by the time of day, industry vertical and geography, as well as the length of time consumers spend reading an email per device. For example, the data shows that tablet users tend to spend less time in the inbox, with more than 75 percent of iPad users and 58 percent of Android tablet users spending an average of 15 seconds or less reading emails. What's more, mobile opens dominate across industries, with the only exceptions being the automotive (42 percent) and non-profit (49 percent) verticals (check out more data in the image below). Lastly, the data shows that email opens peak on smartphones in the morning around 6:00 a.m., while desktop opens peak around 11:00 a.m.

 

 
Peter Devereaux
Peter Devereaux
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.