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.
Overall, 48% of all marketing emails sent by Experian clients were opened on the desktop,
Retailers last year saw very little difference in email open and visit-to-conversion rates when sorting by weekday and weekend deployments.