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.
Below, additional key findings from the report, which was based on email data collected by Yesmail between 2Q13 and 2Q14.
- Email opens on mobile devices accounted for 64.5% of opens in 2Q14, compared with just 35.5% on desktops.
- However, mobile devices accounted for just 35% of all email clicks—a 9% increase YOY but still much less than the overall share of opens.
- Similarly, though the average mobile click-to-open rate increased YOY, reaching 9.3% in 2Q14, it still significantly lags the desktop average click-to-open rate of 22.6%.
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