An analysis by Yesmail Interactive of more than 5 billion email messages sent during Q2 2012 has concluded that B2B databases had a subscriber activity rate of just 1.5% (referring to the percentage who opened an email in the last 90 days). The researchers note that subscriber activity rates showed strong variations based on targeting and frequency, and that low subscriber activity rates were sometimes the result of companies making a point of only mailing to small segments of their databases.
Nevertheless, they also indicate that these practices leave “a clear area of opportunity for marketers to engage a larger portion of their subscribers through strategic email programs such as re-activation, nurture, life-cycle and more.”
The database activity rate for B2B mailers was significantly lower than for other industries, which averaged 7.3% overall. Hospitality and travel marketers enjoyed the highest activity rate, of 23.4%, followed by healthcare (17.7%), publishing (15.2%) and retail and wholesale (10.7%). After B2B, the next-lowest rate was 3.7%, for the marketing and advertising industry. Read the rest at MarketingCharts.