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.
Continue reading "Email Benchmarks 2Q15: Engagement Is Higher Than Ever" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Email Marketing:
- Taking the Mystery Out of Email Deliverability [Infographic]
- More Meaningful Metrics: Four Tips for Marketers Post-Apple iOS 15 Privacy Updates
- Four Things You Should Know About Email List Validation
- Email Marketing Benchmarks: Trends From 2021
- The Art and Science of Email Survey Invitations
- Eight Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection