The overall email open rate declined 3% during the same period, most likely because of the added volume of messages. Yet the number of opens for each active subscriber actually increased 6% year-over-year (YOY).
Put another way: Consumers are now getting more marketing emails than a year ago, and a higher percentage of those emails remain unopened; however, the subscribers who are engaged are opening more emails than ever.
Nevertheless, open rates only tell part of the story, Yesmail found. Unique clicks decreased 14% over in the same period, indicating that although active subscribers may still be consistently opening, they are clicking through less frequently.