Start-ups and small businesses advised to capitalise on growth of email marketing, with mobile optimisation and automated one-to-one emails said to be “key drivers”
Audience engagement with email marketing increased to unprecedented levels in 2016, with click-through rates rising from 3.4% to a record 4.2% and click-to-open rates increasing from 10.9% to 11.9%, according to a new report from Sign-Up.to.
The 2017 Email Marketing Benchmark Report, which analysed over 1.5 billion emails from January 1 to December 31 2016, also found that average open rates have remained stable at around 25%, maintaining a high that has lasted for the past five years.
Meanwhile, unsubscribe rates continued on what has been a three-year decrease, falling from 0.52% to 0.49% over 2016.
The findings highlight the need for start-ups and small businesses owners to adopt email marketing in their advertising strategy, with the report having highlighted two “key drivers” to increase audience engagement: