Mobile Email Opens l List Churn l Promo Email Volume

September 13, 2011

litmus-email-opens-sep-2011.JPGMobile email open rates are steadily increasing, mostly at the expense of webmail clients, according to data from Litmus. Meanwhile, desktop open rates have stayed about the same.

Opens in mobile devices experienced a 150% increase between January and July 2011, with webmail seeing a 20% decline. Email opens via desktop dropped a slight 2%.

  • Email is an extremely effective channel once a customer is on a list, but one of the biggest challenges email marketers face is getting people on their lists. According to Lyris, annual list churn averages 20-30%.
  • The top online retailers sent each of their subscribers 3.2 promotional emails on average during the week ending Sept. 9, 2011, according to the Retail Email Blog. That’s flat week-over-week, up 4% from where it was four weeks ago, and up 9% year-over-year.
  • After a very quiet summer, botnet spam activity experienced an uptick in August 2011, according to the Anti Spam Blog. It seems the spike is widespread and indicative of one or more spambot networks getting back into action. Still, despite the recent uptick, botnet spam volume is still well below the peak in early 2010, which was as much as 6 times higher than present volumes.
  • Four out of 10 people feel like businesses don’t know what they want when it comes to messaging preferences, according to a survey from Message Systems. In addition, the survey shows 46% of people will actually shop more if their favored business just learns to contact them when, how and where they like, while 72% of 35 and unders will chat with a favored business via IM (sparing a call into a costly call center).
  • The big three webmail clients own almost 75% market share, according to a Volt infographic. In addition, IT, technical and creative workers are more likely to have Gmail than Yahoo mail, but conversely more than half of light industrial users prefer Yahoo. Meanwhile, accounting and finance professionals are 60% more likely to use Aol than other users, and people who are educated at an university level are more likely to use Gmail than Yahoo, however a large amount of those educated to high school level use Yahoo.

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