Email volume predictably grew in 4Q13, thanks in large part to holiday mailings, according to a recent report from Yesmail Interactive.

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%).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji