Daniel Burstein

Marketing Research in Action: Don’t focus on mobile-optimized email, focus on revenue

At MarketingSherpa Email Summit 2013, I grabbed Manny Ju, Director of Product Management, BlueHornet, and asked him about mobile email marketing for our latest episode of Marketing Research in Action …



Here is a closer look at some research Manny shared. First, Manny discussed research from the MarketingSherpa 2012 Mobile Marketing Benchmark Report (Full discolosure: BlueHornet is the sponsor of this Benchmark Report, and was a sponsor at Email Summit 2013). As you can see, increasing sales conversion/revenue is the top business objective for mobile marketing.

Q: What are your TOP BUSINESS OBJECTIVES for mobile marketing in the next 12 months?


In the MarketingSherpa 2012 Email Marketing Benchmark Report, financial return on investment (quantitative return on email investment) was the most important objective as well …

Q. As CMO or the senior marketing executive in your organization, how important are the following factors in helping you determine and communicate the value of email marketing programs?


Below are average order values by device, indicating smartphones having a higher order value, tablets in the middle and traditional devices at the lower end. This research is from Monetate’s Ecommerce Quarterly from Q4 2012

My top takeaways from Manny are:

  • Don’t just focus on mobile-optimized email, focus on revenue. That should be your KPI.
  • To do this, take an end-to-end approach, starting with the email and ending with the final conversion goal in that sales or lead path.
  • Work across internal silos to collaborate with peers in different departments to make the user experience seamless.


Related Resources:

Email Marketing: 236% more revenue from flash sale test

Email Marketing: Show me the ROI

Marketing Research in Action: 84% of SMBs saw increase in business thanks to mobile marketing

Marketing Research Chart: Does your organization keep track of the right KPIs?

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Marketing, Mobile