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BizReport : Email Marketing : August 25, 2015

2015 shaping up to be a record-breaking year for email marketing

According to Yesmail, the myth that email marketing is on the way out couldn't be further from the truth as the number of "never active" subscribers falls.

by Helen Leggatt

Predicting the death of email has become somewhat of an annual sport. Perhaps recent stats from Yesmail will put a lid on the rumor this year.

According to Yesmail's latest Email Marketing Compass report, the overall percentage of "never active" subscribers in Q2 dropped to below 69% for the first time. That figure drops to 60% for retail email.

Furthermore, Q2 saw the highest number of emails per opener, at approximately four messages per week, even as email volume for individual subscribers increased 11%.

"Consumers are engaging with email more than ever, in large part due to improved email marketing strategies with lifecycle triggers, relevant content and data-driven contact strategies," commented Michael Fisher, president of Yes Lifecycle Marketing.

Additional findings from the study include:

- Half of messages sent in Q2 were responsive, a 28% YoY increase;

- Email open rates increased 10% YoY;

- 23% of subscribers to automotive emails were active, the highest of any industry;

- The difference in click-to-open rate between mobile and desktop decreased in Q2 - 19.2% for desktop vs 14.2% for mobile;

- 46% of email clicks were mobile.

Earlier this month, a survey of 1,800 U.S. consumers by email marketing provider BlueHornet found that almost three-quarters of respondents did not have a separate email address for marketing and advertising emails. Therefore, most emails are going to an actively-maintained email account. The study also revealed that nearly all (98%) respondents were influenced by a marketing email to make a purchase.

Image via Shutterstock

Tags: email, marketing, mobile

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