The “selfie” generation likes mobile apps. Millennials spend the most time in apps. Ages 45-plus may prefer email. Maybe that’s an app. Maybe it’s the mobile Web. Either way, all groups prefer responsive design.
“Brands that implemented responsive design in all of their email campaigns,” writes Yesmail, the email service provider within Yes Lifecycle Marketing, “garnered 55 percent higher mobile click-to-open (CTO) rate and 23 percent higher desktop CTO rate than marketers who opted out of using responsive in any of their emails.”
Importantly, Yesmail’s data covers Q4 2015, which many marketers regard as needing to be considered holiday campaign information. The research, “Do or Die: The Implications of Ignoring Responsive Design,” includes tips for marketers based on this data.
Here are the two hottest trends in mobile marketing and what to do about them, according to Yesmail and App Annie:
1. Mobile Shopping, Buying Increasing; Marketers Can Implement Responsive Design. “In Q4 2015, mobile revenue accounted for more than a quarter of all email-generated revenue,” Yesmail finds. Mobile campaigns employing responsive email designs have 55 percent higher click-to-open rates than non-responsive ones. “While mobile [average order value] is still trailing desktop AOV ($132 vs. $104 in Q4 2015), mobile AOV is growing faster — by 15 percent YoY compared to 13 percent for desktop over the same period.”
2. Different Demographics Contact Brands Differently; Marketers Can Set Up Preference Centers. App Annie finds:
- Habits of Next-Gen App Users: Users of the rising “Selfie Generation” (ages 13 to 24) lead the pack in app user activity, with more daily app sessions than any other age group. … They access apps two times more than users 45-plus. [Author’s note: This is loosely translated as Gen Z and the research doesn’t mention if these are email apps or the new app from Nintendo, Miitomo.]
- Move Over Email, Messaging Apps Are On The Rise: Younger users ages, 13 to 24 are much more likely to use messaging apps over email and spend more than 3.5 times longer in messaging apps than users 45-plus. [Author’s note: A couple examples of these apps are WhatsApp and Kik.]
- Who Holds Biggest Spending Power? Users between 25 and 44 spend the most time in the top five retail apps and access retail apps more frequently than any other age group in the U.S. [Author’s note: This seems to group mostly Millennials in with some Gen Xers.]
What do marketers think?
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Related story: Best Ways to Message Generations, From Baby Boomers to Gen Z