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“Never Active” Subscribers at an All-Time Low

Posted on 8.19.2015

Email is definitely not dead, as a new report from Yesmail suggests that consumers are engaging with emails more than ever before.

In fact, the company’s mid-year Email Marketing Compass report found that for the first time, the “never active” segment of email subscriber databases fell below 69 percent. What’s more, the report found that Q2 marked the highest number of emails per opener, at approximately four messages per week. According to President of Yes Lifecycle Marketing Michael Fisher, these findings debunk the myth that higher email volume results in lower engagement.

“Marketers have been claiming the death of email is near for years,” said Fisher. “That myth couldn’t be further from the truth. 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.”

The data shows that year-over-year, email volume for subscribers increased 11 percent, with a 21 percent increase over the past two years. At the same time, email open rates increased 10 percent year-over-year and 17 percent over the past two years. The data also found that open rates across industries ranged from 9.5 percent in the marketing industry to as high as 30 percent in the financial services industry. That said, 25 percent of emails sent from the healthcare industry were opened, while retailers saw an approximately 15 percent open rate.

It is also worth noting that responsive emails were up 28 percent year-over-year, with half of all messages sent in the second quarter being responsive. Additionally, mobile clicks made up 46 percent of all email clicks in the second quarter.

“We’re halfway through 2015, and it’s safe to say that this is the year for email marketing,” said Michael Iaccarino, CEO and Chairman, Infogroup. “But not all email marketing is created equal. For brands to be able to capitalize on the opportunities the email channel has to offer, it’s essential for them to invest in analytics that uncover the consumer preferences,  data-driven communication strategies that cater to these preferences, and innovative technology that enables flawless program execution.”


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