Consumers increasingly engaging with e-marketing campaigns

Click-through rates for marketing emails have reached a four-year high, showing that consumers are increasingly engaging with brands in this way.

Consumers are increasingly engaging with brands' e-marketing campaigns, a new report reveals.

Yes Lifecycle Marketing has published its 'Email Benchmark Report: The New Age of Email Marketing' study, which shows that the e-marketing click-through rate has risen to its highest level in four years. Figures show that 16 per cent of consumers are now regularly engaging with these emails to access more content from brands.

Marked growth has been recorded over the last quarter, with email open rates rising by four per cent throughout the three-month period.

For B2B marketers, this growth has been particularly high, with their e-marketing click-through rate coming in at 19.3 per cent over the past three months.

The report found that B2B customers tended to respond most positively to marketing emails when they had been personalised to trigger their interests and had a well thought-out content strategy behind them in order to capture their attention.

Michael Fisher, president of Yes Lifecycle Marketing, commented: "To maintain an engaged subscriber base, marketers need to offer valuable, relevant and personalised information at every stage of their customers' lifecycles."

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