Amy Gesenhues says, “After the biggest online shopping weekend of the year, email marketing platform Movable Inkreported a 76-percent open rate for mobile emails on Black Friday and 63 percent on Cyber Monday.

Breaking down its data by device, Movable Ink found Black Friday email conversions — an email click that resulted in a purchase — were higher on mobile devices versus desktops, with 57 percent of conversions happening on either a smartphone (44 percent) or tablet (13 percent).

Based on a total of 21,946 email conversions, mobile conversions were higher than desktop industry-wide, which is unusual, in that desktop usually outperforms mobile for email conversions in all sectors except retail apparel.

Movable Ink

While Cyber Monday mobile open rates continued to outperform desktop by a wide margin per Movable Ink’s results (63 percent versus 37 percent), conversions on mobile versus desktop saw a nearly even split“.

Black Friday & Cyber Monday Email Marketing Results: Mobile Open Rates Exceed 60%

Marketing Land

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