The world of email marketing has changed pretty significantly over the past five years. Where desktop clients like Outlook were once a more important delivery medium, readers of email are now in the thrall of mobile clients and webmail services like Gmail.
Inbox placement rates have improved in the US over the past year or so, but 23% of emails from US senders still fail to reach the inbox.
Close to one-third of US marketing emails fail to reach the inbox, according to an analysis by Return Path.
Marketers are using a variety of email marketing competitive tools and tactics, but none are as popular as simply signing up for competitors’ newsletters.
Compared to a year earlier, mobile’s role was more prominent across several metrics.
For email marketers, mid-week may provide the best engagement rates, but the weekends are when conversions are highest.
A majority (53%) of emails are read, meaning that the recipient (presumably) looks at the message for at least 8 seconds.
Research from Econsultancy’s 2016 email marketing benchmarks report demonstrates that people more frequently turning to their mobile devices to check email, growing from 27% in 2011 to 55% in 2016.
Some 21% of permission emails from legitimate senders around the world failed to reach the inbox during the year-long period from May 2014 to April 2015.
On average, 62% of clicks happened on the desktop—14 percentage points ahead of the desktop share of opens.