Consumer engagement with brand emails increased in the first quarter of 2018 thanks to fewer messages in inboxes, according to recent research from Yes Lifecycle Marketing.

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%.

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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