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The following excerpt is from eMarketer's report:
"Email Benchmarks: Key Metrics and Trends for 2013"

Nearly one in three emails sent in North America during Q1 2013 were opened—the highest number in recent history.

Benchmark data and interviews with nearly a dozen industry professionals uncovered multiple factors affecting email marketing performance. Most notable were the continued effects of mobile device adoption and the use of marketing automation to send more targeted emails.

As mobile continues to steal greater open rate share from the desktop, it's affecting measures such as open rate, clickthrough rate (CTR) and best day to mail. However, data suggests mobile might not yet have as strong of an influence on business-to-business (B2B) emails, considering the majority of business-related communications continue to be opened on the desktop.

Companies are using marketing automation to drive greater email engagement via triggered messaging. And marketers that are feeding these automation platforms with consumer data and responsive design to create more personalized, targeted communications are seeing even greater gain.


THIS REPORT ANSWERS THESE KEY QUESTIONS:

  • What are the latest email marketing benchmarks for common metrics such as open rate and CTR?
  • How do general email benchmarks compare to B2B benchmarks?
  • How do benchmarks differ by industry, subject line, time of day or specific email marketing tactics such as personalization and automation?

eMarketer clients have access to all the data and insights we publish. You can learn a lot more with an eMarketer corporate subscription. Complete the form on this page to submit an inquiry and start a conversation with eMarketer.

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