• by Jack Loechner , Staff Writer, March 17, 2017

According to data contained in a recent quarterly study by Yesmail Interactive and reported by the Marketing Charts staff, 76% of subscribers were inactive in Q4 in the consumer services sector, and only 4% were active within 90 days; B2B engagement showed 91% of subscribers inactive and only 2.2% active within 90 days; Financial services showed brands in this industry with 21.4% of subscribers active within 90 days and only 56.7% inactive.

The insurance industry has the greatest influence with 68.5% of clicks coming from mobile and a 50.6% CTO (click-to-open) rate on mobile devices, says the report. This is especially impressive since the overall CTO rate across all industries for Q4 2016 was only 11%.

While mobile open rates have been on the rise for the last few years, CTO rates have actually started to decline, says the report. In Q4 of 2015, mobile CTO rates had reached 13%, but have since been falling, down to 11% in the past quarter. Rising open rates on mobile indicate an audience’s willingness to engage, though not impressed with the content, and are not clicking as often.

Mobile CTO rates, though declining, are still rapidly closing in on desktop performance, which has dropped at a far greater rate. While there used to be a dramatic divide between mobile and desktop CTO rates, with desktop more than doubling mobile’s performance, the gap has now nearly closed, says the report, to less than 1% point dividing CTO rates on desktop (11.9%) and on mobile (11.1%).

It’s clear that mobile engagement will be among the more pressing email marketing objectives for 2017, says the report, and the top five industries by mobile CTO rate are:

Data: The Yesmail report is based on data from more than 7 billion emails sent in Q4 2016 using its platform.

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