The report was based on data from 7 billion emails sent by brands in 1Q18 via Yesmail360i, Yes Lifecycle Marketing’s cross-channel marketing platform.
Email marketing volume declined 29% between 4Q17 and 1Q18 as the result of what is a typical post-holiday dip in email cadence.
Consumer engagement with brand emails increased between 4Q17 and 1Q18 because of that dip in volume: The average open rate increased 6% quarter over quarter, the average unique click rate jumped 12%, and the total click rate increased 19%.
The share of email subscribers who were inactive for more than a year reached 22% in 1Q18, an all-time high.
Triggered emails garnered significantly higher open, unique click, click-to-open, and conversion rates compared with non-triggered emails in 1Q18, the researchers found.
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