Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2.  The third and final gap in email marketing referenced in the study is the gap among smartphone, desktop, and tablet purchases.

For the first time, mobile revenue is driving 1/3 of all email-generated revenue, that’s up 50% from 2014. Smartphone revenue is growing the most, driving 24% of all revenue, which is no surprise.

Smartphone revenue isn’t only accounting for more of total revenue, but smartphone orders have doubled since 2014. With so many people owning smartphones that make email access easy and constantly available, we can expect that smartphone and mobile revenue will only increase over time.

However, while mobile orders are accounting for nearly half of all orders, they are only accounting for 1/3 of the revenue. This tells us that consumers are still making more expensive purchases on desktops.

Smartphones drive 70% of mobile email revenue, leaving tablets the last 30%. But this doesn’t mean tablets are less important, they will just be used differently. Tablets should be considered their own channel, because unlike smartphones, tablet users don’t have their device with them all day long. They are considered ideal use for leisurely surfing, browsing, and shopping.

How can you close this gap?

Consumers are not only engaging with email on mobile, they’re converting. This means it’s very important to use marketing on websites as well as within emails to get the consumer to purchase. Things like location based notifications, coupons and incentives are valuable to help consumers convert.