Steve Olenski writes in Forbes:
So there I was reading Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility, the latest edition from eMarketer. Had my omnipresent cup of coffee within arm’s length. I’d say I got about halfway through the report when I realized that the current state of email marketing is a puzzling or inexplicable occurrence or situation, AKA an enigma.
One on hand open rates for emails sent in 1Q 2016 were the highest (33.3%) they’ve been over the previous eight quarters. Conversely, the non-bounce rates were the lowest they’ve been in two years, implying, as the report states, ” fewer emails were finding their way to recipients on average.” So deliverability issues are at play.
Then there is the matter of mobile.
Ah mobile. Surely by now you know of our collective human penchant to “be mobile” – literally and figuratively.
Perhaps nothing illustrates the email enigma better than this chart above.