Who Is Most Engaged with E-Mail? – eMarketer


Who Is Most Engaged with E-Mail? – eMarketer
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While the differences between Webmail properties such as Yahoo! Mail, Gmail, AOL and Hotmail may seem subtle, their user bases do not behave alike.
A study of success metrics for marketing e-mails sent through MailChimp’s distribution service showed that Gmail users were most likely to open and click on e-mails.
Open rates varied from a low of just over 20% for e-mail sent to AOL users to a high over nearly 31% among Gmail users. The click rate on e-mails sent to Gmail accounts was more than 7.4%, compared with rates between 4% and 5% for Yahoo!, AOL and Hotmail users.

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