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Email Volume Grows, Open Rates Decline

Posted on 8.25.2014

A new report from Yesmail reveals that the volume of email sent and received is growing but open rates are declining. Don't worry, there's a good reason.

The number of emails arriving in subscribers' inboxes, according to Yesmail's study, increased by 9 percent between 2Q13 and 2Q14, while the overall email open rate declined 3% during the same period, most likely because of the added volume of messages. The good news, however is that the number of opens for each active subscriber increased 6 percent year-over-year. Essentially, even though recipients are getting more email, the more engaged members of an audience are opening more emails than ever before.

Additional highlights from the recent Yesmail report include:

- Email opens on mobile devices accounted for 64.5% of opens in 2Q14, compared with just 35.5% on desktops.
- Mobile devices accounted for just 35% of all email clicks—a 9% increase YOY but still much less than the overall share of opens.
- The average mobile click-to-open rate increased YOY (reaching 9.3% in 2Q14) but still lags the desktop average click-to-open rate of 22.6%.
- Mobile transactions accounted for 22% of all purchases driven by email in 2Q14, a 40% YOY increase.
- Although the the number of mobile orders jumped year-over-year, the revenue associated with these purchases only increased by 10%.
- Triggered messages—such as abandoned shopping cart and welcome emails—had a 2.5x higher average open rate in 2Q14 compared with general campaigns (38.9% vs. 15.1%). Triggered messages also had a 2x higher average unique click rate compared with general campaigns (3.4% vs. 1.7%).


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