Email’s Mixed Messages

Marketers love email. Volume has increased 9% year over year in their attempts to woo customers, according to Yesmail Interactive’s “Email Marketing Compass,” based on analyses of email metrics from 25 billion emails sent from Q2 2013 through Q2 2014. Customers, however, have mixed feelings. Unique clicks have decreased by 14% and the overall email open rate is down 3%. As email volume increases, so does recipients’ selectivity with what they open. But engaged customers are undeterred by volume. Opens among active email subscribers have increased 6% year over year.

The incongruity doesn’t end there. Here are other key findings from the report.

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