Email Volume Climbs In Second Quarter 2015
Business email volume in second quarter 2015 was up more than 16 percent over the same period in 2001, reports Experian Marketing Services in its 2015 Q2 Email Benchmark Report. Despite the increase, response rates remained consistent year-to-year and unique open and click through rates were closely in line with 2014’s figures.
Experian analyzed its findings by industry, looking at the business products and services, media and entertainment, consumer products and services, multi-channel retailers, publishers and travel segments. Its study also examined mobile trends. Among the findings, 52 percent of total email opens occurred on mobile phones or tablets in the second quarter, a one point uptick from 2015’s first quarter.
For most industries, the majority of total clicks were on desktops. Business products and services in particular, leaned heavily on desktops, with 81 percent of email opens happening there. Most email opens on mobile phones and tablets were for consumer products and services, multi-channel retailers and travel industries.
Looking at device types, for both mobile and tablets, and desktops, Windows received the largest percentage of clicks for all industries. The iPhone came in second and was particularly strong for media and entertainment, and multi-channel retailers.
Click here to download Experian’s full report.