New Benchmark Study Shows Number of 'Never Active' Email Subscribers Drops to New Low

Brands are experiencing higher opens and engagement amidst increased email volume

CHICAGO, Aug. 19, 2015 (GLOBE NEWSWIRE) -- For the first time, the 'never active' segment of email subscriber databases fell below 69 percent, according to a new benchmark report from Yesmail, the email marketing solutions provider within Yes Lifecycle Marketing.

Yesmail's mid-year Email Marketing Compass report also found that Q2 marked the highest number of emails per opener - approximately four messages per week, even as email volume for individual subscribers increased.

According to Michael Fisher, president of Yes Lifecycle Marketing, these findings debunk the myth that higher email volume translates to lower engagement.

"Marketers have been claiming the death of email is near for years," said Fisher. "That myth couldn't be further from the truth. Consumers are engaging with email more than ever, in large part due to improved email marketing strategies with lifecycle triggers, relevant content and data-driven contact strategies."

Year-over-year, email volume for subscribers increased 11 percent and saw a 21 percent increase over the past two years. Simultaneously, email open rates increased 10 percent year-over-year and 17 percent over the past two years.

High engagement rates were also pronounced at the industry level. Open rates across industries ranged from a low of 9.5 percent for the marketing industry to as high as 30 percent for the financial services industry. A quarter of emails sent from the healthcare industry were opened, and retailers saw a nearly 15 percent open rate.

Additional findings from the study include:

  • Half of all emails deployed in the second quarter were responsive, up 28 percent year-over-year and 75 percent over the last two years
  • Twenty-three percent of subscribers to automotive emails were active, the highest of any industry
  • Mobile clicks made up nearly half (46 percent) of all email clicks in the second quarter

"We're halfway through 2015, and it's safe to say that this is the year for email marketing," said Michael Iaccarino, CEO and Chairman, Infogroup. "But not all email marketing is created equal. For brands to be able to capitalize on the opportunities the email channel has to offer, it's essential for them to invest in analytics that uncover the consumer preferences, data-driven communication strategies that cater to these preferences, and innovative technology that enables flawless program execution."

To download Yesmail's Q2 2015 Email Marketing Compass report, click here.

About Yes Lifecycle Marketing

Yes Lifecycle Marketing is a solution provider that brings together multichannel marketing platforms and data, with creative and strategy services honed on the optimization of delivering relevant marketing messages. This gives marketers the ability to source best-of-breed technology and creative and strategy services from a single vendor at a cost-effective price point. To learn more about how Yes Lifecycle Marketing can help you improve your lifecycle marketing capabilities and increase the ROI of your marketing programs, call 1-877-937-6245, email or visit

About Yesmail

Yesmail, Yes Lifecycle Marketing's email marketing solutions provider, powers intelligent customer interactions. We define ourselves by a better caliber of technology, unmatched insights, and skilled services experts that help our clients get to 'YES' sooner with their customers. As a leading email services provider, we seamlessly integrate email, mobile, web, and social channels, enabling the world's best known brands to use data-driven insights to create meaningful connections with their customers in real-time. For more information, visit

About Infogroup

Infogroup is a marketing services and analytics provider that delivers best in class data-driven customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 235 million individuals and 24 million businesses, which is distributed real-time to our clients. For more information on Infogroup's marketing and data solutions, visit


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