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stats Retailers, Polish Up Those Subject Lines

Half of US consumers prefer hearing from retailers by email than via social media, text, display ads or mobile apps, according to a survey report from Yes Lifecycle Marketing [download page]. However, the study indicates that the vast majority ignore at least some emails from retailers. The survey asked more than 1,000 US consumers who [...] [more]
marketingcharts.com    Study, Subjectline

stats Direct Media Response Rate, CPA & ROI Benchmarks in 2017

The Data & Marketing Association (DMA) – in conjunction with Demand Metric – has released its latest Response Rate Report, an in-depth study of direct marketing. With direct marketers’ use of multiple channels on the rise, the report takes a look at several types, providing performance and cost benchmarks. The results, which are based on a survey that generated 252 complete and 340 partial responses, demonstrate the consistent popularity of email marketing and its continued strength in terms of ROI. [...] [more]
marketingcharts.com    Study

stats Yesmail Study: Mobile Email Engagement Grows

Mobile devices have represented the majority of email opens for some time now, but studies have shown that PC users tend to click more than mobile users. That may now be changing, according to the latest quarterly report [download page] from Yesmail. The study demonstrates that what had been a wide gap in click-to-open (CTO) rates between mobile and desktop users has shrunk this year. For the better part of the past 2 years, mobile click-to-open rates were roughly 50% lower than comparable rates on [...] [more]
marketingcharts.com    Mobile, Study, Trend

stats Email Subject Line Analysis: How Well Do Popular Terms Fare?

Adestra has released [download page] its latest email subject line report [download page], analyzing a host of keywords and phrases across 4 sectors to see their relative lift or decline against the industry sector average. The study is based on a large sample of more than 125,000 individual email campaigns, 3 billion attempted sends, 400 million opens and 55 million clicks. [...] [more]
marketingcharts.com    Subjectline, Study

stats Mobile Email CTO Rate Improves in Q1

Mobile click-to-open rates have long lagged comparable figures on desktops, but that gap narrowed in Q1, according to Yesmail’s latest quarterly report. With an 8.5% quarter-over-quarter increase to 13.7%, mobile’s CTO was only about 5 points less than desktop’s CTO (-8.6% to 18.6%). The increase may be due to a 13% quarter-over-quarter increase in the use of responsive emails, which comprised 41.6% of messages analyzed in Q1. In fact, mobile devices grew to account for 45% of all email clicks for [...] [more]
marketingcharts.com    Mobile, Study

stats Which Industry Has the Most Active Email Subscribers?

esmail’s analysis of email database subscriber behavior during Q2 shows that just 1.3% of B2B email subscribers could be considered active (having opened or clicked within the past 90 days), the lowest proportion of the industries studied (as with last year). The B2B industry’s low activity rate appears to be the result of targeting smaller niches rather than low open rates, as the industry’s unique open rate of 18.8% was among the top-half for the 12 industries tracked by Yesmail. Meanwhile, the [...] [more]
marketingcharts.com    Study

stats Email Click-to-Open Rates Still Lag on Mobile

Mobile devices accounted for 64.5% of all email opens during the second quarter of this year, says Yesmail Interactive in its latest quarterly report [download page] covering Q2 email activity. The study – which uses a new adjusted figure for Android opens to account for those devices’ frequent default “images off” setting – indicates that while mobile devices lead in email opens, they trail in several other important measures. [...] [more]
marketingcharts.com    Mobile, Study

stats Responsive Emails Seeing Higher Mobile CTO Rates, But Few Use Them

A majority 52% of email opens occurred on a mobile device in Q1, according to the latest quarterly report [download page] from Yesmail, but what happened next? The study, which analyzed more than 5 billion emails deployed by enterprise clients, found that among emails opened on mobile devices, those using responsive design had a 21% higher click-to-open rate than the rest (11.9% vs. 9.8%). Despite that, few marketers are actively using responsive design in their emails, per the study. [...] [more]
marketingcharts.com    Mobile, Study

stats North American Email Open and Click Rate Trends, Q4 2009-Q4 2013

Open rates have been trending up, while click rates are moving in the opposite direction. The report also notes that about 45% of emails deployed during Q4 2013 could be characterized as marketing messages, with these seeing below-average open (29.2%) and click (12.8%) rates. Meanwhile, triggered emails continued to outperform business-as-usual emails in open (49%) and click (10%) rate. As for list performance, half of the average list had at [...] [more]
marketingcharts.com    Study, Trend

stats An Inverse Relationship Between Email Volume and Response Rates?

Perhaps it's a case of standing out from the crowd. For the second consecutive year, a report from Experian Marketing Services [download page] covering Q4 email activity has [...] [more]
marketingcharts.com    Study, Sendtime

stats Email Click-to-Open Rates Remained Far Higher on Desktops Than on Mobiles in Q3

Mobile accounted for a majority 52% of email opens in Q3, up from 49% in Q2, says Yesmail Interactive in its latest quarterly “Email Marketing Compass” [download page] report. Despite mobile email clicks growing quarter-over-quarter, mobile represented an undersized 35% of all clicks, as click-to-open (CTO) rates continued to lag compared to desktops. This was true across each of the 12 industries tracked, and even as the percentage of active subscribers viewing on both mobiles and desktops fell [...] [more]
marketingcharts.com    Mobile, Study

stats Shopping Cart Reminder Emails: Helpful or Annoying?

More top retailers are sending shopping cart recovery emails, according to recent research, but how do shoppers feel about these emails? New survey data [download page] released by Bronto and Magento suggests that online shoppers are more likely to find these emails helpful than annoying or intrusive. But, the picture changes when sorting by frequency of online shopping, with infrequent shoppers less positive towards the reminders. That may have something to do [...] [more]
marketingcharts.com    Automation, Study, Webanalytics

stats About Half of An Average Email List is Inactive

Epsilon’s latest quarterly study of email trends indicates that during Q2, 51% of the average email file was active, inching up from 50.1% in Q1 and 49.9% in Q4 2012. Active segments of the average email file broke down as follows: superstars – mature subscribers who have opened and/or clicked within the most recent 3 months (16%); rising stars – new subscribers who have opened and/or clicked (4%); and nappers – mature subscribers who have opened and/or clicked more than 3 months ago (31%). Activity [...] [more]
marketingcharts.com    Study

stats Top Reasons Consumers Give For Marking Emails as Spam

Kentico has released the results of a survey regarding consumers’ views of email marketing. While the company surveyed a relatively small sample of consumers (“more than 300?), some of the attitudes uncovered are intriguing. Among them: respondents are more likely to say they’d mark email from legitimate companies as spam because the companies email them too frequently (38%) [...] [more]
marketingcharts.com    Spam, Study, Deliverability

tactics Which Email Practices Seem to be Working for Brands?

Email practices – from signup to unsubscribe – have significantly changed over the past 5 years, details Return Path [download page] in a recent study. Brands are asking for less information at sign-up, are more commonly starting their relationships with a welcome email (but less frequently with an offer), and are making the unsubscribe process easier. But which of these practices appear to be working for brands today? [...] [more]
marketingcharts.com    Marketing
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