The number of emails arriving in subscribers' inboxes increased by 9% between 2Q13 and 2Q14, according to a recent report from Yesmail.

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.

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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