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Are You Awesome @ Email Marketing?

Posted on 2.17.2014

If you send any email whatsoever (transactional or marketing), then you're going to want to check out the latest report from YesMail Interactive which provides recent benchmarks on open and click rates.

YesMail indicated that despite email volume and subscriber activity rates increasing (likely a result of holiday-related mailings), overall open and click rates declined. Desktop and mobile click-to-open rates actually fell 2.7 percent and 5.7 percent, respectively in Q4 2013.

The "Insurance" and "Financial Services" industries had the highest open rates in the fourth quarter of 2013 (25.7 and 23.7 percent respectively). Insurance also had the highest total click rate (7.8 percent) among all industries. The worst performers in terms of total click rate (or TCR) were those from technology companies (1.6 percent), financial services companies (1.6 percent) and marketing/advertising companies, who experienced a dismal 1.1 percent TCR. 

YesMail also released an interesting study last week about the levels of engagement (http://wsm.co/1gmRGSS) among users of the big four email service providers (Gmail, Yahoo, AOL, Hotmail). 

How do your email marketing campaigns compare? 


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