Email is a tricky medium to master. In this day and age, a majority of our business-related interactions take place through email. Then you have to factor in all the sites email users subscribe to that are continuously sending out newsletters and coupons, on top of the email advertising messages received from marketers such as your clients’. That makes for one cluttered inbox. So, how do you know if email is the right approach for your clients? Thankfully, Marketingcharts.com’s article, “Which Industries Had the Most Active Email Subscribers in Q4?” has the answers you’re looking for.
In a quarterly study conducted by Yesmail Interactive, which factored in the results of over seven billion emails sent using their platform, the overall click-to-open rate across every industry Yesmail tested was a mere 11%. Mobile click-to-open rates have been declining, falling from the 13% peak it had reached by the fourth quarter of 2015 to 11.1% in quarter four of 2016. Desktop isn’t fairing much better with its click-to-open rate at 11.9% in the fourth quarter of 2016.
So, which industries are overcoming the odds and achieving the leading mobile click-to-open percentages? According to Yesmail, the industries with the most active email subscribers in the last quarter of 2016 were found to be:
- Insurance: 50.6% active mobile click-to-open
- Consumer Services: 18.6%
- Publishing: 18.2%
- Entertainment: 12.5%
- Retail/Wholesale: 10.3%
Why are these industries leading the pack? Yesmail credits these successes to the fact that insurance and retail businesses tend to send transactional rather than the “business-as-usual” email messages.
Another factor to consider when deciding if email is right for your clients’ industries is open rates. While click-to-open rates are gradually dropping, open rates continue to climb. [Read more here about different email marketing metrics.] Epsilon’s third quarter study shows that open rates have grown from, 31% in the third quarter of 2015 to 34.1% a year later, compared to the click-to-open rates in its study, which dropped from 3.5% to 3.1% in the third quarters of 2015 and 2016, respectively. What does Epsilon credit the rise to? The same thing as Yesmail; the emails that had higher opening rates were triggered messages rather than marketing or “business-as-usual” emails.
So, encourage your clients in the leading industries to continue pursuing email. If they’ve been discouraged by the results of their most recent email campaigns, they may need to switch up their content. It’s time to break out of the business-as-usual box and start sending emails that trigger reactions from the recipients!