‘Marketing Email Year-Over-Year Benchmarks and Trends’ – ‘MarketingProfs’ Blog
Ayaz Nanji says, “The number of emails arriving in subscribers’ inboxes increased by 9% between 2Q13 and 2Q14, according to a recent report from Yesmail.
The overall email open rate declined 3% during the same period, most likely because of the added volume of messages. Yet the number of opens for each active subscriber actually increased 6% year-over-year (YOY).
Put another way: Consumers are now getting more marketing emails than a year ago, and a higher percentage of those emails remain unopened; however, the subscribers who are engaged are opening more emails than ever.
Nevertheless, open rates only tell part of the story, Yesmail found”.
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