Email is still king when it comes to mobile conversion
1 in 5 consumers have made a mobile purchase as a result of email offers on the go
Despite many marketers now focusing their efforts on geo-targeting, mobile games and augmented reality, email offers are the most likely marketing tactic to trigger a purchase on a smartphone or tablet.
That’s according to the new State of Digital Commerce report from Episerver, a global provider of a single platform to smartly manage digital content, commerce and marketing in the cloud.
According to the report, which surveyed 1,200 UK consumers, one in five have made a purchase on their phone following an email offer. Despite this, nearly a third of marketers (30%) do not incorporate email promotions into their mobile marketing campaigns.
Episerver’s findings also highlight that only 13% of consumers have made a purchase as a result of mobile coupons, 8% have bought as a result of app notifications and only 7% have made a purchase off the back of an SMS promotion.
QR codes and NFC ads came in at the very bottom of the list with only 5% of consumers triggered to make a purchase from a promotion like this.
Commenting on these findings, James Norwood, CMO at Episerver, said, “While mobile marketers are increasingly focused on innovative new technologies such as augmented reality and gamified promotions, the fact is that traditional technologies such as email campaigns still have an important role to play in the mobile marketing mix.
“Rather than getting too caught up in what’s considered new, marketers should instead focus on the tools that provide the best results. As our research shows, email marketing remains a vital asset in the mobile space.”
To download Episerver’s Beyond Mobile: The Future of Digital Commerce report visit: http://www.episerver.com/learn/resources/research--reports/seven-digital-commerce-trends-for-retail-2017/
Episerver connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. The Episerver Digital Experience Cloud™ combines content, commerce and multi-channel marketing in a single platform to work full-circle for businesses online – from intelligent optimisation and lead-generation through to conversion and repeat business – with unprecedented ease-of-use.
Founded in 1994, Episerver has offices in the USA, Sweden, Denmark, Norway, Finland, The Netherlands, South Africa, Australia, Singapore, Spain, UAE and the UK. For more information: www.Episerver.com.
Episerver’s State of Digital Commerce report incorporates original research from 100 in-house marketing professionals across the UK, 1,200 UK consumers and a benchmark of 100 brands across five different markets. The study was commissioned by Episerver and conducted by independent research house Censuswide. The State of Digital Commerce report was launched online in January 2017.
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