Consumers increasingly engaging with e-marketing campaigns

Posted on: Tuesday 16 May 2017

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

Share this

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."

Share this


Related content

IAB UK supports updated DPN Guidance on Legitimate Interests

IAB UK supports updated DPN Guidance on Legitimate Interests

The Data Protection Network (DPN) has published an update to its widely-read guidance on Legitimate Interests.

Learn more

A new look as we come of age

This year, the IAB is reaching a milestone – we’re turning 21. 


Learn more

New BBC scheme will help students identify fake news

The BBC is launching a new initiative designed to help students spot fake news on the web.

Learn more

Amazon Key will allow couriers to drop off parcels inside homes

The Amazon Key will transform delivery drop-offs in the future, thanks to innovative technology.

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.