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Despite increased email volume, consumers are opening and engaging with emails more than ever before, according to a recent report from Yesmail.

The report was based on 2Q15 Yesmail data for marketing campaigns sent by brands in a wide-range of industries.

Email volume for subscribers increased 11% year-over-year between 2Q14 and 2Q15, the analysis found. Simultaneously, email open rates increased 10% year-over-year.

Moreover, it appears that marketers have been able to reduce the number of never active subscribers (i.e., consumers who opt in for brand emails but never open or click) by implementing effective engagement and database strategies. In 2Q15 the proportion of never active subscribers was 69%, an all-time low.

Below, additional key findings from the report.

Mobile vs. Desktop

The gap between desktop and mobile click-to-open rates (CTO) continues to shrink. It was smaller than ever in 2Q15, with desktop CTO at 19% and mobile CTO at 14%. These rates represent a 15% YoY decrease for desktop and an 18% YoY increase for mobile.

Benchmarks by Industry

Financial service brands had the highest average email open rate in 2Q15 (30%); consumer services companies had the highest average CTO rate (32%).

About the research: The report was based on 2Q15 Yesmail data for marketing campaigns sent by brands in a wide-range of industries.

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ABOUT THE AUTHOR

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