An analysis of email speed of response by Experian Marketing Services reveals that between 2010 and 2012, the proportion of opens and clicks received in the first day increased by an average of 5-6%. The findings, contained in Experian’s Q4 2012 Email Marketing Benchmark Study, are attributed to the “immediacy of mobile,” as the share of opens occurring on a mobile device continues to grow.
Looking at some selected findings from the Experian report, the data shows that in December 2012, 78% of total opens were received on the first day post-delivery, up from 76% in December 2011 and 74% in December 2010. The same pattern applied to the percentage of total clicks, up from 76% in December 2010 to 80% in December 2012. Read the rest at MarketingCharts.
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