1.5% of B2B Email Subscribers Said Active in Q2

An analysis by Yesmail Interactive [download page] of more than 5 billion email messages sent during Q2 2012 has concluded that B2B databases had a subscriber activity rate of just 1.5% (referring to the percentage who opened an email in the last 90 days). The researchers note that subscriber activity rates showed strong variations based on targeting and frequency, and that low subscriber activity rates were sometimes the result of companies making a point of only mailing to small segments of their databases. (more…)