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.
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