Thought Leadership

Email Benchmark Report Q4 2016: The Mobile Engagement Shift

In this Q4 benchmark report, Yes Marketing studies the change in consumer behavior and identifies and interprets trends
spanning mobile, purchase, and subscriber data. Key findings include:

  • Overall open rates increased in Q4 as click and click-to-open (CTO) rates continued their downward trend
  • The proportion of new subscribers opting into brands’ mailing programs in Q4 doubled from previous years
  • Mobile CTO reversed its trend and declined by 12.6% quarter-over-quarter (QoQ) and by 14.4%
    year-over-year (YoY)