Weekly Roundup #16 – Social Media, Email Clients and Mobile

Another week, another roundup! Last week we brought you product photography, pop ups and credibility. Now we’ve curated more useful news on social media, email clients and mobile to give you your fix this week.

Social Media

LinkedIn: Highest Order Value for eCommerce Purchases


Social commerce is far from new, however social media sites still continue to influence eCommerce sales according to last year’s research. AddShopper has found that LinkedIn influences the highest average order value in eCommerce purchases. With an average value of $206.95 worldwide, this is explained by the fact LinkedIn users tend to be more affluent individuals. Second to LinkedIn comes StumbleUpon, with an average value of $177.56.


The List making service and shopping site Kaboodle influences the third highest orders at $166.17. The two social media giants Facebook and Twitter then follow with orders averaging $167.76 and $162.52 respectively. Pinterest, despite its potential, is surprisingly low on the list with a $133.86 average order value. Although it has great visual appeal and improved, ChannelAdvisor found that Instagram was actually creating more conversions among US retailers than Pinterest.


Source: emarketer.com

Twitter’s New Timeline: What does this mean for retailers?


So, do you remember when Facebook changed its algorithm and now you have to pay to actually reach the fans you’ve accumulated? Well, it’s happened to Twitter now. Yeah – it’s annoying. Twitter users will now see what Twitter thinks they will be interested in rather than seeing the most recent tweets first.


This irritating move has been made in an attempt to address lackluster user growth according to InternetRetailerThis means retailers are going to need to devote more advertising money to the platform if they want to reach new customers. Jumping on trending bandwagons and in-the-moment tweets are going to end up a thing of the past as the algorithm takes over. This move to make Twitter easier for consumers to use is ironically making it a hell of a lot harder for retailers to use. Great.

Email Clients

The Current State of Email Engagement

social media
HubSpot tracked over 13 billion emails to bring us the current state of email engagement. They determined the top 5 email clients, which are as follows:


  • Iphone (33%)
  • Gmail (15%)
  • iPad (12%)
  • Google android (10%)
  • Apple Mail (8%)


Lauren Smith at Litmus goes into more depth about what these numbers mean across mobile environments, desktop and webmail. There has been a gigantic rise in mobile with an open rate increase of 17%, which now represents over half (55%) of all opens. Desktop opens have since decreased by 17% and represent only 19% of total opens. While desktop has remained fairly stagnant during 2015, opens through Outlook now only represent 6% of the total and it’s popularity is overall in decline. It is being replaced by older version which have better HTML and CSS support. In terms of webmail, the overall use of webmail clients has decreased. The fall in Gmail suggests that users prefer the native email apps on their phones.


So what does this information mean for marketers? Marketers tend to spend disproportionate amount of times on optimisation. A lot of time is spend doing SEO, when we could be optimising our email to take better advantage of the prospects already in front of us. All subscribers tend to be treated equally, but the apps that people use to view our emails has an impact on how they engage with your emails. There can be broken images and links, and other display issues as a result of your email not suiting their client. For example, it’s recommended that for iPhone users you consider optimising your inbox view, revamping content or making sure the message is more mobile friendly. To see more on what you can do, check out Hubspot‘s full article.


Mobile Usability: Allow Users to Search Within Categories


Did you know that over 50% of users tried to search within their product categories in order to try and filter the product list? Even though there’s so much demand for it, 94% of mobile e-commerce sites don’t give users the option. This one small detail was observed to be the direct cause of a great deal of site abandonment. This is a feature that is most important to mobile users, as desktop users of the study didn’t show nearly as much interest in this feature – probably because it’s easier to view items and categories on desktop. There are 3 different types of design solutions that can accommodate this browsing behaviour, and you can check those out here.

Smartphone Users Want Real Time Promotions

According to Accenture’s survey of 10,096 smartphone users, 42% of them said they want to be able to credit discounts and coupons automatically and 37% claim they want to be able to order out-of-stock goods using their smartphone. Even though almost half of the respondents desire real-time promotions, only 7% of retailers actually offer this perk. The good news from the survey is that over half of retailers have out-of-stock ordering capabilities using free Wi-Fi in store. Check out eMarketer for more.

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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.