Marketing email volume fell more than 20% in the first quarter of 2014 compared with the mailing-heavy fourth quarter of 2013, but both average open and unique click rates increased during the same period, according to a recent report from Yesmail.

Perhaps due to the lower volume and frequency of marketing emails in 1Q14, overall open rates increased 6% and overall unique click rates grew 8%.

Financial service companies had the highest average open rate (28%), and messages sent by insurance companies had the highest unique open rate (7.6%), according to the analysis of more than 5 billion emails deployed by enterprises in the first quarter of 2014.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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