Desktops Still Pull Highest Email Revenue, Study Finds

Ray Schultz | July 27, 2018

Desktops Still Pull Highest Email Revenue, Study Finds
Smartphones are the leading channel for email opens. But they lag behind desktops in producing conversions and revenue, according to a study by Movable Ink.Smartphone opens grew to 57.19% in the second quarter compared with 56.28% in the first quarter. In contrast, desktop opens marginally decreased from 29.46% to 29.29%. Tablet opens fell by less than a point to 13.53%.But desktops produced the highest number of conversions in the second quarter 56 million compared with 29.9 million via smartphones. And the average order value (AOV) was $256.19, versus $122.40 for smartphones.The variances were similar in the first quarter, although the overall numbers were lower — desktops produced 99.4 million conversions and $13.1 million in revenue, versus the 55 million conversions and $2.9 million in revenue that came in via smartphones.

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