SAN MATEO, Calif., Jun 27, 2019 — Litmus, a leader in email marketing and analytics, today shared a report on the State of Email Engagement, based on the company’s analysis of more than 10 billion emails sent globally across a range of industries. Despite shrinking attention spans, Litmus found that email reading time has increased 21 percent over the past three years. The report also revealed the best time of day to send an email and that a substantial number of emails are read on mobile devices.
“With an unmatched ROI of 42-1, email continues to be one of the strongest marketing tools available today, with engagement growing year over year,” said Cynthia Price, vice president of marketing, Litmus. “We see several factors driving that engagement—from pervasive mobile access to new interactive functionality, and email marketers’ increasing savviness in how to present relevant and exciting content.”
The study aggregates data from email campaigns sent by Litmus clients, which include leading companies in tech, retail, finance, and hospitality. Litmus tracked and analyzed more than 10 billion email opens using Litmus Email Analytics to understand which email clients subscribers use, when they are most likely to open email, how long they engage with email messages, whether they forward emails, and more.
Key insights from the report include:
Litmus provides powerful tools for email creation, testing, analytics, and collaboration, empowering marketing teams to confidently deliver increased subscriber engagement and campaign ROI while ensuring brand consistency. Litmus is used by major global brands across every industry that trust its Email Creative Platform to make their email better, including 9 of the top 10 ecommerce brands, 7 of the top 10 technology companies, and 23 of the top 25 US ad agencies. Learn more about Litmus at litmus.com, subscribe to the Litmus blog, or follow us on Twitter.