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Email marketing on mobile shows ‘staggering’ open rates, benchmark finds

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Email marketing continues to boom thanks to mobile. According to the latest Email Marketing Benchmark Report from mobile email open rates are at a staggering 54.59% (1.2% increase from 2015 figures).

This compares to the average open rate on all emails of 24.88%, which has itself increased by 1.8% – with a seven year-on-year increase.

But the figures show that one of the lowest performing sectors for email marketing is retail, which comes in 9th in the top ten, behind legal, accounting, TV and radio and PR.

The average open rate of marketing emails (24.88%) increased by 1.8% – with a seven year-on-year increase. The highest performing sectors were Legal/Accounting, TV/Radio/Film and Government. Ten sectors saw an average increase in open rate from the 2015 report. The largest increases were in Other Services, B2B, Fashion and Sales/Marketing/Design.

Overall, click-through rates (3.42%) increased by 9.3% returning to the highest level since 2010. Ten sectors saw an average increase in click-through rate from 2015 – with the largest increases in Health/Beauty, Sales/Marketing/Design and Legal/Accounting.

Unsubscribe rates (0.52%) showed a 5.5% decrease from the 2015 figures.

“Overall, the report shows that brands that take the opportunity to understand and profile their audience and offer relevant, timely and valuable messages are rewarded with better open rates, improved levels of engagement and ultimately greater customer loyalty,” says Matt McNeill, Brand Director,

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