How Do Your Email Engagement Rates Stack Up Against Your Competitors?

GrubHub is trying to make me emotional about sharing holiday meals. (It’s working.) The Boston Red Sox want me to attend spring training. (Florida in March does sound lovely.) “Barack Obama” even sent an email about “fighting back.” (Yes we can?) Considering the sheer volume of these emails, it’s harder than ever to entice customer engagement that goes beyond simply opening a message. To see how email effectiveness differs by industry, Yes Lifecycle Marketing, a Chicago-based marketing firm, analyzed 7 billion emails sent on its Yesmail360 platform during Q3 2016. email engagement These figures give us a more nuanced understanding of which categories motivate consumers to click through and why. (Just to clarify, click-to-open rate is the percentage of opened emails that were clicked.) Financial services, for instance, achieves by far the highest open rate at over 30 percent, which makes sense since emails likely pertain to important financial information such as account balances and fraud warnings. But these emails often don’t come with further calls to action, hence the large gap in engagement.

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At this moment, 11 unread marketing emails are collecting dust in my personal inbox. GrubHub is trying to make me emotional about sharing holiday meals. (It’s working.) The Boston Red Sox want me to attend spring training. (Florida in March does sound lovely.) “Barack Obama” even sent an email about “fighting back.” (Yes we can?)

Of those 11, I opened about half, only clicking through on one. For brands, consumer apathy toward marketing emails has become a big challenge without a clear solution. Considering the sheer volume of these emails, it’s harder than ever to entice customer engagement that goes beyond simply opening a message.

To see how email effectiveness differs by industry, Yes Lifecycle Marketing, a Chicago-based marketing firm, analyzed 7 billion emails sent on its Yesmail360 platform during Q3 2016.

email engagement
email engagement

These figures give us a more nuanced understanding of which categories motivate consumers to click through and why. (Just to clarify,…

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