The average order value from e-mail marketing jumped 14.4% in the first quarter to $182.92, up from $159.93 in the same quarter last year, according to Experian Marketing Services. The findings are based on all e-mails sent by Experian CheetahMail clients. The total volume of e-mail sent also increased 11.6% year over year in the first quarter, with multi-channel retailers and consumer products and goods companies leading the growth. Another sign of the growing power of mobile: Experian found that more than half of all e-mail opens in the first quarter took place on mobile devices. For more on the study, see the internetretailer.com report at http://www.internetretailer.com/2013/06/06/e-mail-average-order-values-increase-14-q1
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, September 5, 2013
Tuesday, September 3, 2013
Psychographics Differ for iPad vs iPhone Users
When you invest in mobile marketing, your quandaries include whether to focus on apps for iOS devices (60% of the market) or Android, and then, within the iOS market, whether to develop iPad apps, iPhone apps, or both. The answers depend on the customer segments you want to reach, so take a look at a recent e-commerce blog post sharing Flurry mobile analytics on smartphone and tablet usage. Drawing from app usage by nearly 400 million iOS devices, the Flurry data shows why mobile apps and site features need to match different device usage patterns. For example, data shows that a store locator is a more important call-to-action for a smartphone user on the go, as opposed to a tablet user. The psychographic segmentation also differs between iPhone and iPad. If you are seeking "value shoppers" with mobile coupons or showrooms, you should skew toward iPhone apps. If you are targeting parenting and education activities, small business services, moms, or pet owners, iPad apps are more effective. Plus, Android users and iOS users have different psychographic profiles; for example, the "mommy market" is more likely to use an iOS device rather than an Android (77% vs. 23%). The data creates more interest in our lists of iPhone and Android users with demographic data. For more detail on mobile app customer segments, see the getelastic.com article at http://www.getelastic.com/iphone-vs-ipad-app-use-across-psychographic-segments/.
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