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Email Marketing Report: E-Mail Volume Increased by 18% in 2017

According to Yes Lifecycle Marketing, e-mail volume has increased 18% from one year to the next in 2017, but the number of people signing up for e-subscriptions has regularly decreased throughout the year.

After analyzing more than 30 billion emails sent last year, 9 billion in the fourth quarter, the email marketing platform released a baseline report covering a number of points regarding the volume, the Commitment and design.

New trends in subscription by e-mail

Among the many discoveries, brands are sending more and more emails, but the share of new subscribers in their listings has continued to decline last year.

"Throughout 2017, the share of new subscribers in marketing databases steadily declined, dropping to its lowest level in the fourth quarter, while new subscribers accounted for only 3.5% of the total. 39; audience of marketers ", reports Yes Lifecycle Marketing.

Share of new subscribers who choose between 90 days

According to Yes Lifecycle Marketing, historically, the share of new subscriber numbers in marketing databases generally increases between the third and fourth quarter, but last year marked a "Turn around" in this trend


In addition to the number of new subscribers decreasing throughout the year 2017, 20% of the ratings attributable to the brands (anyone who chose to receive emails) had not opened any more. e-mail for more than a year – representing a 22.5% increase from one year to the other of inactive subscribers.

The opening rates per subscriber showed some growth – with a single opening of 8.4% over one year.

"The number of openings and clicks increases, but at a much slower rate," says Yes Lifecycle Marketing, noting that data show that email engagement does not track e-mail volumes .

Mobile Email Marketing Results

Data from Yes Lifecycle Marketing revealed that mobile email conversion rates have caught up with computer conversions, averaging 3.3% for the year. He claims that the adoption of mobile email has reached its climax: "With the opening of mobile [s] and clicks accounting for 53% of all emails in the last two years, the number of mobile phones has increased. adoption of e-mails on mobile has capped. "

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According to the report, mobile email marketing events (open rates and clicks) exceeded office events at least five years ago. In 2017, 52.9% of events occurred on mobile email against 47.1% on the desktop.

Mobile orders accounted for 46% of all e – mail orders, an increase of 33% from one year to the next. Meanwhile, orders sent by e-mail to desktops dropped by 18% (14% drop on tablets).

Share of orders by email

As e-mail orders increase on mobile, the report indicates that the average value of mobile orders is 40% lower than that of computer orders, with AOV on mobile at $ 58 compared to $ 96. According to Yes Lifecycle Marketing, this AOV mobile-desktop ratio has not changed in the last three years.

Impact of adaptive design on email marketing

The report looked at how responsive design – the design format that automatically adjusts an email to the size of the screen – affects the performance of email marketing. He found that brands that still send responsive design e-mail messages perform better on desktops and mobiles. For brands that only used responsive design, their CTO (click-to-open) rate for desktop e-mail was 13.1% and 13.2% for mobile. Brands that did not use responsive design only saw a 9.7% CTO rate for office emails and mobile emails.

"Marketing executives who have not yet optimized their messages capture only 75% of the engagement generated by their reactive counterparts, thus missing an important conversion opportunity," says Yes Lifecycle Marketing.

Even more interesting, brands that were not consistent with their responsive design use, using it only occasionally, have realized the worst by looking at the combined numbers for the rates of ########################################################################## 39, office opening and mobile.

According to the data, brands that still use responsive design have achieved an open rate of 15% (for desktops and mobiles combined), and brands that have never used responsive design have an opening rate of 14.9%; but brands that were inconsistent with their use achieved an open rate of 13.5%.

The report states that only 24.2% of the brands evaluated used responsive design all the time. Most traders, 60.9%, were the group that uses responsive design from time to time. Only 14.8% of brands have never used responsive design.

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Subject lines of the e-mail

Yes Lifecycle Marketing has plunged into the subject lines, breaking down the performance scans according to the offers listed in the subject line of an e-mail. He found that 23% of all emails analyzed in 2017 included an offer in the subject line, with more than half (54%) using a "% off" message.

Loyalty offers generated the highest scores for open rates, unique click-through rates, CTOs, and conversion rates, which adds up as they address each other. to a selected audience already having a relationship with the brand. The "Off $" offerings were closely followed by conversion rates, with a 10.2% rating against the 10.8% email conversion rate of the loyalty offer.

Success rate according to the types of subject-type e-mail offers

According to the data, subject lines that include offers – "Free Shipping" or "$ Off" – generate four times the conversion rate of emails that do not process offers, but they earn much less commitment, with only a conversion rate of 2%.

"The real commitment and conversion bar is defined by standard emails that contain no offers in the subject line," writes Yes Lifecycle Marketing. "These emails generate a much higher commitment than messages with offers, in fact, they generate 35% higher open rates, 50% higher CTOs, and double the single clickthrough rate."

Email campaigns triggered

Yes According to Lifecycle Marketing, triggered campaigns running in the fourth quarter of 2017 more than doubled the open rate, more than triple the number of unique clicks, and almost double the CTOs compared to standard emails. . Unfortunately, only 2.3% of the emails assessed were part of a campaign triggered – a number that remained the same during the four quarters of the year.

"Each trigger type generates a better click and CTO rate than the standard non-triggered message," writes Yes Lifecycle Marketing, "Even reactivation emails, sent only to subscribers who are not associated with a particular mark (and even years), compete with the performance of standard messages in terms of CTO and conversion rate. "

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Performance of standard versus triggered emails

The report looked at the different types of campaign trigger messages and found that "welcome" messages generated the best open rate at 29 percent compared to the open rate of 13.4. % for standard emails. Other types of emails of type "Activation", "Anniversary" and "Birthday" generated an opening rate of 17%.

For conversion rates, the most successful trigger email campaign consisted of an "Anniversary" email with a conversion rate of 8.5% compared to 4.8% conversion rate. A standard e-mail.

Performance analysis for triggered e-mail campaigns

In addition to a number of email marketing indicators, the report also included case studies of campaigns that went well to showcase successful email marketing campaigns. Throughout the report, Yes Lifecycle Marketing has listed a number of ways that brands could benefit from their email marketing, highlighting the "prep work" and goals for Q4 2018.

The full report can be downloaded here: Email Benchmark Report: A Marketing Guide to 2018.

About the author

Amy Gesenhues is the general reporter for Third Door Media, covering the latest news and updates for land and search engine marketing. From 2009 to 2012, she was an award-winning columnist for a number of dailies in New York, Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more articles from Amy.