Mobile click-to-open (CTO) rates declined by 14.4% from Q3 to Q4 of 2016 and were down 12.6% YoY, according to data from Yes Lifecycle Marketing. The company noted that mobile engagement had never declined since it began tracking CTO rates. However, mobile clicks through to email increased 8.5% YoY to 53.4%. Michael Fisher, president of Yes Lifecycle Marketing, advised marketers pay more attention to how the design of mobile emails works along with the email's content and context. Yes Lifecycle Marketing also found that smartphone revenue increased despite a decrease in smartphone orders.
Mobile click-to-open (CTO) rates declined by 12.6% from Q3 to Q4 of 2016 and were down 14.4% YoY, according to data from Yes Lifecycle Marketing. The company noted that mobile engagement had never declined since it began tracking CTO rates. However, mobile clicks through to email increased 8.5% YoY to 53.4%. Michael Fisher, president of Yes Lifecycle Marketing, advised marketers pay more attention to how the design of mobile emails works along with the email's content and context. Yes Lifecycle Marketing also found that smartphone revenue increased despite a decrease in smartphone orders.