Here are some of the most interesting digital marketing stats we've seen this week.
Stats include mobile search spend in the US, Christmas search traffic, mobile email, Q4 retail paid search stats, reserve and collect, and record online sales in Australia.
For more digital marketing stats, check out our Internet Statistics Compendium.
For many publishers, the future is mobile, and that means that figuring out how to monetize mobile eyeballs is a top priority.
Many observers believe that it's only a matter of time before companies like Facebook crack the mobile monetization nut, and the most bullish observers go so far as to suggest that mobile ad spend could one day surpass television ad spend, which exceeds $100bn globally on an annual basis.
Almost 10% of consumers use a smartphone or tablet as the primary device for checking email, according to a new survey by the DMA.
This suggests that desktop clients should still be the most important focus for marketers, however it doesn’t take into account the number of people who check or prioritise their emails on mobile.
Stats published in May shows that more than a third of consumers (36%) read marketing emails on mobile, rising to 55% among 18-34 year olds.
A separate study found that 33% of respondents said that they use their mobile to screen emails before reading them later on a desktop.
Email marketing is an important customer acquisition and retention tool, but as consumers get bombarded with more and more email messages, how do you know whether your campaign should be judged a success?
While the aims and objectives differ for each campaign, it is useful to be able to benchmark results against the industry average.
Email marketing firm Silverpop has published a study that examines email messages sent during 2011 and the first quarter of 2012 by 1,124 brands in its client base.
A broad set of message types was included in the study. From promotional emails and content-based newsletters to notifications and transactional messages sent by companies in a variety of industries.
The full report covers a number of criteria, but here we look at open rates, CTR and unsubscribe rates.
With around 15% to 20% of email opened on a mobile device, marketers need to ensure that their email campaigns cater to this growing trend.
However, our recent Email Marketing Census found that 39% of companies had no strategy for mobile email, while 48% were unaware how many of their emails were opened on phones.
To find out more about the challenges involved in optimising email campaigns for mobile, including the level of investment required and the ROI, I spoke to dotMailer MD Tink Taylor...
As a follow up to my blog on Creative ways to use mobile in your email marketing campaigns, I wanted to focus on the opportunities which now exist to use CSS in mobile emails.
CSS is generally viewed as bad for email, and on the whole it needs to be used carefully however if you are smart with it you can get some great results.
Mobile raises a number of challenges for email marketers.
They have to consider the usability for people who click on links within the email, the clarity for readers who are prioritising their messages, and the fact that you never truly know when a recipient will use mobile.
But it’s too big an opportunity to simply ignore it. Research shows that around 15% to 20% of email is opened on a mobile device, and 41% of European smartphone owners would either close or delete an email not optimised for mobile.
To see whether brands are responding to this trend, dotMailer reviewed the emails of 19 retailers including M&S, Tesco, Homebase, Amazon and ASOS.
It evaluated various design, usability and technical criteria on emails opened on iPhone, Android and Blackberry devices.
Just 49% of companies have a strategy for integrating mobile into broader marketing activity, including 35% who say integration is very basic.
This is one of the findings from Econsultancy's Cross-Channel Marketing Report 2012, carried out in association with Responsys.
Though mobile has grown rapidly over the past few years, it seems that many companies are held back by organisational issues, while others may need to focus on tactics such as optimising email for mobile, rather than relying on QR codes.
I can almost guarantee, depending on sector and other broadcast factors, that right now anywhere between 10% and 30% of email subscribers are opening their messages on mobile devices such as iPhones, iPads and Androids.
This stat alone should prompt marketers into thinking about making sure their emails are displaying correctly and effectively on smaller screen sizes.
Fortunately, this is where mobile optimisation and responsive design come in.
More than a third of consumers (36%) read marketing emails on mobile, according to new research .
According to digital agency Steel, this rises to 55% among 18-34 year olds, highlighting the fact that brands need to optimise their email marketing for mobile devices.
The stats are supported by a Knotice study we reported in April which found that 27% of emails are opened on mobile devices.
Steel’s report found that almost 40% of those who read emails on mobile said they did so if the subject line sounded interesting.