However, volume and subscriber activity rate increases were accompanied by overall open rate and click rate declines.
Messages from insurance firms had the highest average open rate (25.7%) and total click rate (7.8%) in the quarter, Yesmail found. Emails from technology companies had the lowest bounce rate (1.1%), but also the second-lowest click rate (1.6%).
In 4Q13, both desktop and mobile click-to-open rates registered a decline of 2.7% and 5.7% respectively, due to opens increasing at a much higher rate than clicks.
Below, additional key findings from the report.
- In 4Q13, 55% of email opens and 37% of clicks happened on a mobile device, accounting for a 13% increase in mobile opens and 16% increase in mobile clicks between June and December 2013.
- Mobile revenue generated by email in 4Q13 went up by almost triple the rate of desktop revenue (52% vs. 18%), and growth in mobile conversion rate outpaced desktop conversion rate by more than two to one (23% vs. 11%).
- The number of mobile orders generated by email went up by 58% in 4Q13, and accounted for over 18% of all orders placed as a result of a marketing email, a 13% increase over 3Q13.
- 59% of all mobile orders driven by email were completed on a tablet.
- Engagement for new subscribers increased 20% in 4Q13, but, unexpectedly, the overall number of newly acquired subscribers went down 11%.
- Engagement for the mature subscriber segment (opted in 3-12 months) increased 7%—and 6% for subscribers with more than a year of database tenure.
- On average, only 14% of all subscribers have been active (opened/clicked) in the last year.
Activity by Provider
- Of the four major Web-based email service providers—Gmail, AOL, Yahoo, and Hotmail—Google's offering has the most active subscribers.
- 19% of Gmail subscribers have been active within the last year, compared with 10% for AOL, 12% for Hotmail, and 14% for Yahoo.
- Gmail users also accounted for 43% of all new subscribers in 4Q13—up from 39% in 3Q13.
- AOL had the largest base of subscribers in 4Q13 who have never been active (79%).
About the research: The report was based on data from 6.4 billion marketing emails sent in 4Q13.
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