Yesmail analyzed a variety of email metrics spanning the past five quarters to identify key industry trends and strategies to help marketers reach increasingly selective subscribers this holiday season. Download the report to learn revealing insights, including: -How the 9% increase in email volume contributes to contrasting trends in email opens and clicks -Why triggered campaigns achieve 2.5 times higher open rates than business-as-usual campaigns -How marketers should approach Android users since 1/3 of all mobile events now happen on Android devices

1. A Year in Review
Best practices for holiday
campaign planning
Email Marketing Compass
Benchmarks from Q2 2013 through Q2 2014

2. pg. 2
Table of Contents
Introduction....................................... pg. 3
Meet your Audience......................... pg. 3
The Mobile Challenge...................... pg. 5
Mobile Conversion............................ pg. 8
Triggered Messages.......................... pg. 11
The Engaged Subscriber.................. pg. 12
Conclusion.......................................... pg. 14
Addendum........................................... pg. 15
Glossary................................................ pg. 16

3. pg. 3
Introduction
INTRO:
With the holiday season fast approaching, marketers need to prepare by incorporating the
lessons they have learned from their email program.
By analyzing a variety of email metrics over the last five quarters - from Q2 2013 through
Q2 2014 - Yesmail Interactive has identified key trends and outlined major implications to
help marketers plan for the defining holiday season.
• Did you know that email volume has increased by 9% year-over-year, but clicks are
down 14%?
• How are you planning to address your on-the-go audience, now that 65% of emails are
opened on a mobile device?
• What can you do to boost the decreasing average order value for purchases made on
mobile devices now bringing in only $55 per order vs $79 a year ago?
Read on for insights on what to consider in order to make your holiday season a success.
1. Meet your Audience: the Selective Email Reader
Over the last year, the number of emails being sent to subscribers’ inboxes has grown by
over 9% year-over-year (YoY). And as one would expect, as we get more emails, we tend to
open fewer of them, so the overall email open rate is trending down by 3%. However, our
figures also show that the number of opens for each active subscriber has increased by 6%
YoY. So while the average inbox has grown, each active subscriber has – to a certain extent
– kept up with the growing volume by opening more emails.
To recap: the inbox continues to fill up. Fewer people are opening. But the subscribers
who are still engaged are opening more than ever. That’s quite the mixed message!
What this finding demonstrates is that there is a tipping point. Even if each person is
opening more messages, the declining number of openers suggests that there comes a
point when subscribers are no longer able to keep up, and become increasingly selective.
9% 6%
YoY increase in # Emails
per Opener
YoY increase in Average
Opens per Opener
Meet your
Audience
A YEAR IN REVIEW: FINDINGS & IMPLICATIONS FOR
HOLIDAY SEASON CAMPAIGN PLANNING
emails in subscribers’ inboxes have
grown by over 9%
Unique clicks have
decreased by 14%

4. pg. 4
Implications:
As demonstrated by the rise of email volume, marketers increasingly rely on this channel
to reach out to and communicate with their audience. While most are doing a good job
of getting their subscribers to open, many are struggling to turn those opens into clicks.
This change in consumer behavior indicates that consumers are becoming exceedingly
selective with their clicks. Your emails have to meet the needs of the subscriber better
than ever before in order to earn a click. In the age of the selective email reader, content
relevance and optimized user experience are ‘must-haves’ for conversion.
Voting with their Silence
Not listening carefully to your audience while striving to maximize short-term ROI can
have grave long-term consequences. At first, it may just be lower clicks. But lower clicks,
which implies low content relevance, leads to lower opens because subscribers eventually
stop opening emails that never entice them to click. This way, they passively “opt out,”
meaning that the emails continue to hit the inbox but they are either ignored or deleted
without being opened. Ultimately, this trend results in an increasingly inactive list.
Best Practice Tips:
Especially during the holidays, marketers should strive to increase the size of their active
database by segmenting their subscribers based on activity (i.e. last opened/clicked) and
tenure (i.e. how recently a subscriber has opted into a marketer’s email program). This
practice can be very helpful in terms of email deliverability. Achieving 100% inboxing
rate is often a major challenge during the holiday season when frequency of mailing can
increase by up to 30% and passive opt-outs can contribute to higher bulking.
Another way for marketers to increase their active subscriber base, especially the number
of openers, is to capitalize on the following best practices:
• Test subject lines to determine best performers - sometimes subscribers are receptive
to holiday-themed subject lines, but sometimes those can be overused. Testing is a
great way to determine where your subscriber base stands.
• Use pre-header text that complements your subject line and further emphasizes the
value contained in the email
• Track and analyze the time of day when subscribers tend to open your emails and
deploy campaigns during those peak hours
To convert openers into clickers and increase the likelihood of purchase, effective tactics
vary but there are some basics that apply to every campaign; testing them before the
holiday season may result in higher response rates and significant increase in ROI.
Most of us respond well to things that are visually appealing; therefore, design is a key
factor in a subscriber’s interaction with email – even the best offer can quickly be deleted
if the basic visual cues are absent. Marketers should adhere to the following basics:
2%
1%
0%
17%
16%
15%
14%
Open Rate YoY
Unique Click Rate Yoy
Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014
Naturally, as the open rate declines, the decision to click is becoming an even more
selective act. Unique clicks saw a significant drop – a 14% decrease, YoY. This drop points
to a changing pattern of consumer interaction with email where active subscribers are
consistently (and increasingly) opening, but clicking a lot less frequently.
Meet your
Audience

5. pg. 5
2. The Mobile Challenge
Mobile opens account for 64.5% of all email opens. Mobile clicks,
however, make up only 35% of all email clicks
Based on the sheer number
of mobile devices and the
fact that email is the most
popular smartphone activity
according to a recent study
by the International Data
Corporation and Facebook, it
should come as no surprise
that opens on mobile trump
desktop opens almost 2:1.
Before you tweet this to the universe, let us qualify this statement. As noted in past editions
of the Email Marketing Compass reports, capturing all data associated with mobile devices
has been a challenging exercise as Android devices have been gaining larger market share in
the mobile space. Those devices often ship with a default “images off” setting. Because opens
are tracked by an image download, this setting causes Android devices to report considerably
lower opens than Apple devices.
To normalize this deficit, and provide a more accurate account of the current state of mobile
usage, we calculated an Adjusted Mobile Open rate. By applying the ratio of clicks to opens for
Apple devices to Android clicks, we calculated an adjusted number for Android opens. This
calculation allows for a more realistic measurement of mobile activity as a whole.
64.5% 53.3%
Adjusted Email Opens
Desktop: 35.5%
Adjusted Email Events
(opens + clicks)
Desktop: 46.7%
Percent
Mobile
Percent
Desktop
Mobile clicks, however, tell a
different story. The graph to
the right shows the YoY growth
of mobile clicks as a proportion
of all email clicks. While they
now make up 35% of all clicks,
a 9% increase YoY, there is
much room to grow.
The Mobile
Challenge
38%
37%
36%
35%
34%
33%
32%
31%
Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014
Trend of
Mobile
Clicks YoY
Percent
Mobile
Click
(of all email
clicks)
• Visually appealing design (good typography, large images, layout that follows vertical
and horizontal margins)
• Clear call-to-action (large type font, bulletproof buttons)
• Mobile-optimized email (scalable, responsive, or hybrid design)
Finally, be sure to consider the context and relevance of your message. Data is
instrumental for achieving message relevance. It can range from demographic,
psychographic, and preference center data, to email activity, purchase history, and
browsing behavior. Using different types of subscriber data to develop email creative is
one of the best ways to ensure recipients engage with your content. This can be especially
effective during the holiday season when subscribers receive more promotional emails
than usual and the ones that speak to their preferences, interests, and history with the
brand, are more likely to be opened and clicked.

6. pg. 6
What could be surprising is that, while consumers are
opening email on mobile nearly twice as often as they are
on desktop, they are still only half as likely to click via their
mobile device. Though the average mobile click-to-open rate
has been trending up over the last five quarters, reaching
9.3% in Q2 2014, it has yet to match the desktop click-to-open
rate of 22.6%. While opens on mobile devices are growing,
it does not necessarily mean that marketers are effectively
reaching on-the-go consumers, especially since getting the
selective email reader to click on a mobile device is becoming
a bigger challenge.
Another useful finding coming out of the adjusted mobile
events rate is a more realistic representation of the mobile
market share by device. Post adjustment, the figures showed
that Android accounts for about a third of mobile events,
reducing Apple’s Q2 2014 reported share of mobile events
by almost a quarter, to 66%. This finding has interesting
implications in terms of design and specific by-device email
strategies.
Implications:
The adjusted mobile metrics further emphasize the need for
marketers to cater to their mobile audience.
Judging from the discrepancy between mobile and desktop click-to-open (CTO) rates,
conversion in the form of a click is the biggest challenge for mobile email marketing.
While the rise of the selective email reader is definitely a factor in the drop of overall
clicks, converting on mobile introduces additional challenges. Due to screen size, divided
attention span while on-the-go, and varied user experience, mobile email viewers are less
likely to click on a message than their counterparts sitting at their desks. Unless the email
speaks to consumers’ needs in the right context and requires an immediate action, mobile
clicks will not improve significantly enough to match desktop clicks.
iPhone: 44.1%
iPad: 21.6%
Android: 33.6%
Adjusted % Adjusted
Industry Mobile Events Mobile CTO Desktop CTO
B2B 50% 5% 14%
Consumer Services 59% 15% 28%
CPG 53% 8% 26%
Entertainment 47% 7% 38%
Financial Services 51% 2% 12%
Healthcare 41% 14% 34%
Hospitality/Travel 57% 8% 19%
Insurance 59% 21% 32%
Marketing/Advertising 38% 5% 17%
Publishing 42% 13% 26%
Retail/Wholesale 56% 8% 18%
Technology 43% 4% 30%
Consumer Services and Insurance lead the way with nearly 60% of their email interactions occurring on
a mobile device. Mobile CTO for those two industries is also highest. For the retail sector, 56% of email
activity comes from mobile devices, but CTO is relatively low compared to the industry leaders in this
metric. This could be partly because the Consumer Services sector, comprised of brands like Groupon,
Yelp, Match.com, employs a business model that relies entirely on online revenue and requires fast
adoption of mobile best practices to accommodate the fast-growing mobile audience.
Currently, consumers are still in the early-to-mid stages of adopting the mobile path-to-purchase. The
slower adoption also translates into a slow increase of the average order size, something we’ll discuss in
the next section of the report. In addition, some retailers have yet to fully optimize their email content
and design to allow their subscribers to react to their offers on-the-go, anytime, anywhere.
Check
This Out
The Mobile
Challenge
Mobile CTO
Adjusted Q2 2014
Desktop CTO
Q2 2014
22.6%
9.3%
25%
20%
15%
10%
5%
0%

7. pg. 7
Naturally, designing for the small screen is one of the key ways to earn the mobile click.
While mobile design does not necessarily mean responsive design, marketers who go the
extra mile and use responsive definitely have a leg up over those who do not – in Q2 of
2014, responsive emails garnered 13% higher click-to-open rate than their non-responsive
counterparts.
CTO for
Responsive Emails
12.5%
CTO for
Non-responsive Emails
11.1%
CTA
CTA
CTA
CTA
CTA
CTA
CTA
CTA
CTA
CTA
CTA
Best Practice Tips:
While most marketers know that mobile email design is a requirement for well-
performing holiday campaigns, whether scalable, responsive, or both, many may not be
aware of the importance of accommodating Android users who make up a third of the
mobile email viewers.
Addressing the Android Audience
1. Designing for the images-off setting
Since Android devices account for a third of mobile activity, marketers can do themselves
a favor by designing their holiday campaigns with the images-off setting in mind. While
they can’t control which devices or apps will display their email images, they can control
how their messages will render in an images-off mode. Having background color and
stylized alt tags that are visible even when the images are not loaded can ensure that the
message is readable no matter what.
The Mobile
Challenge

8. pg. 8
2. Educate Your Android Subscribers
Prior to the holidays, marketers can tailor messaging to Android users and encourage
them to select the “always download images” option or to set “images on” as a default
setting. This will improve the accuracy of Android device reporting and can be helpful if
brands implement device-specific holiday campaigns.
3. Mobile Conversion = the Marketer’s Holy Grail
Since getting mobile subscribers to click is harder for marketers than enticing desktop
users to click, it is not surprising this challenge applies to mobile purchasing as well.
The good news is that the number of mobile purchases has grown considerably year-
over-year. In Q2 2014, purchases completed on-the-go comprised 22% of all purchases,
accounting for a 40% increase YoY.
Curiously, while the number of mobile orders is growing year-over-year, the revenue
associated with them only increased by a modest 10%.
Q2 2014 Percent of
MOBILE PURCHASES
22%
Q2 2014 Percent of
MOBILE REVENUE
78%
84% Mobile
Desktop
16%
Mobile Conversion
One possible explanation for this discrepancy is the decline of average order value on
mobile (AOV). In Q3 2013, the mobile AOV was only $9 lower than desktop - $79 vs. $88,
respectively. In Q2 2014, the AOV for mobile was $28 lower than that of desktop, $55 vs. $83.
$100
$80
$60
$40
$20
$0
$9
lower
$28
lower
Q3 2013 Q2 2014
$79
$88
$55
$83
Mobile Order Value
Desktop Order Value

9. pg. 9
On the upside, over the last year, mobile conversion has grown as a proportion of desktop
conversion. In Q3 2013, the mobile conversion rate was three times lower than the
desktop one, standing at 1.3% vs 3.7%, restrictively. In Q2 2014, mobile conversion rate
grew to 1.8%, only a third lower than desktop conversion rate which decreased to 2.7%
It’s important to note that even though the ratio of mobile to desktop conversion is
improving, overall conversion rate is trending down partially due to the lower number of
clicks.
A year ago, desktop and mobile repeat purchasers used to buy at a comparable pace. In Q2
2014, mobile repeat purchasers were 40% less likely than desktop repeat ones to complete
multiple orders on their devices. The reverse trend of mobile conversion rate and mobile
repeat purchaser rate points to an interesting paradox – consumers are purchasing on
mobile at a higher rate than before, but at the same time, they are less likely to make a
repeat purchase via their on-the-go device. This finding has interesting implications in
terms of user experience on mobile because it may suggest that even if a subscriber has
previously purchased on mobile, they are reluctant to go back and buy again.
Implications:
What these numbers are telling us is that, due to the smaller pool of openers and especially
clickers, converting consumers along the mobile path-to-purchase seems to be the
biggest challenge marketers are facing in preparation for the holiday season. The data
also points to the hurdles that remain in the mobile commerce space, such as lower
mobile conversion rate and average order value. One explanation is that non-optimized
sites lacking a user-friendly experience continue to prevent consumers from making
purchases above a certain dollar amount on their mobile devices. Poor mobile experiences
can lead to lost opportunities with loyal customers (i.e. repeat purchasers) and a lot of
revenue left on the table. For the holiday season, marketers need to think of what they can
do to encourage higher mobile conversion. At first glance, conversion rates aren’t all that
different between mobile and desktop (1.8% vs. 2.7%). However, when you apply these
proportions to the overall revenue, the difference is significant.
Mobile Conversion Mobile
Desktop
Q2 2014 Conversion RateQ3 2013 Conversion Rate
3.7% 1.3% 2.7% 1.8%

10. pg. 10
Example
ACME Company Mobile Desktop
Q2 Results Conversion Rate Conversion Rate
Email Sent 15,000,000 15,000,000
Emails Clicked* 255,000 255,000
Number of Orders 4,590 6,885
Mobile AOV $55 $55
$252,450 $378,675
Money Left on table $126,225
*clicks are calculated using the average Q2 2014 unique click rate of 1.7%
The Trouble with Acme
Conversion rate, a metric calculated by dividing the number of
email-driven orders by the number of email clicks, indicates
the likelihood of a subscriber to make a purchase as a result of a
marketing email. The Q2 2014 conversion rate for mobile is 1.8%
and the desktop rate is 2.7%. While both percentages may appear
low, the difference between them is substantial in terms of revenue.
Here is how:
Acme has a mobile conversion rate of 1.8%, has sent 15 million
emails throughout the quarter, and has an average mobile order
value of $55. Based on the mobile conversion rate for Q2 2014, they
generated $252K through sales on mobile devices– a respectable
figure. However, by applying the desktop conversion rate to the
same figures, we see that they would have earned $378K, which
is a 50% difference. If Acme can improve the mobile purchase
experience enough to rival that of the desktop, they would stand to
see a significant return on investment.
Best Practice Tips:
Increasing mobile conversion rate and average order value should clearly be a priority for
marketers during the holiday season. The third quarter is a great time to try out some best
practices for improving the entire consumer experience along the mobile purchase path,
starting with email but certainly not stopping there.
Some of the tactics marketers should test before the defining fourth quarter include:
• Optimize customer experience along the entire mobile path-to-purchase. From the
email, to the product pages, to the order check-out pages, the mobile path-to-purchase
should employ scalable and/or responsive design, have big calls-to-action, and
incorporate a minimum number of required steps to complete
• Incorporate cookies that store customer information and enable quick order check-out
both as an existing user and as a guest
• Send out discount codes that prompt in-store redemption to better integrate online
and offline customer experience
• Simplify the check-out process by offering alternative payment methods that only
require the use of an already set up app such as Paypal, Venmo, etc.
Those practices can greatly contribute to higher conversion and repeat purchase rates.
Mobile Conversion

11. pg. 11
4. Relevant Content + Perfect Timing = Triggered
Messages
Despite the rise of the selective email reader there is light at the end of the tunnel.
Triggered campaigns – messages prompted by subscriber behavior, events or milestones
relevant to the subscriber– can be a strong component of your email marketing program.
To illustrate this point, below are some telling metrics that speak to the impact of triggered
messaging.
For the purposes of this report, ‘triggered campaigns’ include transactional, abandoned
shopping cart, and welcome emails deployed from Yesmail’s marketing platform in Q2
2014. The open rates for triggered campaigns are 2.5 times higher than those of general
campaigns, while unique click rates are double those of general campaigns.
Implications:
The performance of triggered campaigns compared to standard marketing messages
can largely be attributed to their relevance and timeliness. Triggered emails often mirror
or complement a subscriber’s behavior – a welcome campaign follows an email signup;
a transactional message follows a purchase; an abandoned shopping cart email follows
a demonstrated intention to buy a product. The degree of personal relevance improves
the response rate and the lift is often carried through to revenue. By reaching subscribers
at the right time in their lifecycle, triggered messaging helps increase the average order
value and improve the repeat purchaser rate.
Best Practice Tips:
Triggered messaging can be particularly successful during the holidays when consumers
may need an extra nudge to select your product, as opposed to a competitor’s. To
effectively implement triggered campaigns, marketers need to use different sources of
subscriber information, such as:
• Email activity (to identify the type of offers and content their subscribers prefer in the
holiday context)
• Browsing history (to identify the type of products consumers are interested in)
Q2 2014 Open Rate
All CampaignsTriggered Campaigns
0% 5% 10% 15% 20% 25% 30% 35% 40%
38.9%
15.1%
Triggered
Messages
Q2 2014 Unique Click Rate
All CampaignsTriggered Campaigns
0% 1% 2% 3% 4% 5%
1.7%
3.4%

12. pg. 12
5. The Engaged Subscriber – the Importance of a Lasting
Relationship
Taking an in-depth look at the composition of your active subscriber base can provide
a good understanding of overall consumer engagement. For the purposes of this report,
active subscribers are defined as having opened or clicked in the last 90 days.
It is a common assumption that new opt-ins (those who have joined in the last 90 days)
make up a significant portion of active subscribers. However, for most marketers, new
opt-ins represent, on average, less than 10% of their total mailable database. In reality, the
majority of active subscribers have been in a marketer’s database for a lot longer than 90
days. Our Q2 2014 data shows that 53% of those who have opened or clicked within the
last 90 days have been subscribed to a marketer’s mailing program for more than a year.
It is important to consider the composition of a marketer’s active subscriber base in
combination with the overall trend of higher email volume, slightly decreasing opens and
rapidly declining clicks.
Implications:
What these trends highlight year-over-year, is the importance of meeting the expectations
of active subscribers. Marketers need to dedicate special attention to this segment and
invest in keeping them engaged along each lifecycle stage. If subscribers are making
the effort to open your emails, the content must deliver something of value in order to
garner the click. Since the majority of active subscribers have opted-in more than a year
ago, they clearly did not just ‘subscribe and forget.’ Instead, they continue to demonstrate
long-term brand loyalty if there’s a benefit. The tipping point occurs when the engaged
subscriber realizes that, no matter how many times they open your message, their
expectation of benefit is not met.
Best Practice Tips:
The frequent openers segment may be a great way to identify winning components of a
marketer’s mailing program – it can be used to test content, call-to-actions, and design
options in an attempt to convert openers into clickers. This could be a well-timed practice
right before the holiday season as brands are striving to expand their active subscriber
base and capitalize on every open. In order to deliver on subscribers’ expectations,
marketers must know their audience based on preference, lifecycle stage, past behavior,
and timing.
Opted-in within last 90 Days: 21.3%
Opted-in in the 3-12 months: 26.0%
Opted-in over 12 months ago: 52.8%
Composition of
Active Subscribers
The Engaged
Subscriber
• Purchase behavior (to effectively time offers and up-sell products related to a
subscriber’s purchase)
• Profile/preference center information (to develop a more meaningful connection by
acknowledging personally relevant occasions such as birthdays, anniversaries, etc.)
Since triggered campaigns are both relevant and well-timed because they complement
each action a subscriber takes and each milestone in a subscriber’s history, they may
provide the edge most marketers need to outperform their competitors during the holiday
season.

13. pg. 13
While the buying cycle for clothing
is a lot shorter than that for high-
end cookware, Madewell has
chosen to develop this campaign
with the intention to educate their
subscribers on how to make better
use of a product. Their subject line
“Our 3 favorite ways to do a tunic (+
a sale)” does this effectively right off
the bat. The creative itself is clear,
instructive, and demonstrates the
versatility of the product.
Example
Le Creuset: While Le Creuset sells
high-end cookware, the brand
seems to be well aware of the
interests of their target audience.
They frequently complement their
promotional messages with value-
added content like this campaign
featuring a video. Its content is
entertaining and educational,
but still shows the value of their
product. Le Creuset earns extra
points for using different content
formats and providing that little
extra something to keep the
audience entertained and therefore
engaged.
The Engaged
Subscriber
Example
Before the holiday season marketers should also focus on nurturing campaigns that
stray from status quo promotional messaging, especially for those subscribers who have
remained active despite never having purchased or for those who have bought recently
and are back at the beginning of the purchase cycle. In those cases, to make sure they
have their audience’s undivided attention come the holidays, marketers should develop
value-added content to further educate them about the brand, encourage them to keep
in touch, and inspire them to find new use for the brand’s products. If marketers invest in
building these relationships before the holiday season, they will be rewarded come Q4.

14. pg. 14
Check
This Out
What about domains?
The year-over-year domain trends in terms of overall, new, and active subscribers tell an
interesting story about everybody’s favorite mover and shaker, Gmail. Gmail subscribers
now comprise 16% of marketers’ subscriber bases, an impressive 24% YoY increase.
Conclusion
Listening to what email data is telling you can significantly improve your holiday
campaigns and result in better subscriber engagement, shorter purchase cycle, larger
active database segment, and higher revenue. Each of those outcomes is instrumental for
a successful holiday season.
To be on the path toward a record-setting fourth quarter, marketers need to be thinking of
how to effectively address the selective email reader. They must address the disconnect
between mobile opens and mobile clicks – two thirds of opens happen on mobile devices,
but mobile accounts for only a third of clicks. They must ensure their content is relevant
to the subscriber and inspires continued engagement with a focus on getting the precious
click. With these insights in mind, and with the right strategies in place, holiday season
success is within reach for any marketer.
% Most active Q2 YoY %
subscribers by domain 2014 Difference
aol.com 5% -17%
gmail.com 24% 34%
hotmail 12% -5%
other 37% -8%
yahoo 22% -4%
Conclusion
Gmail subscribers are also most engaged – they make up for 24% of a marketer’s active
subscriber base which is a 34% YoY increase. This finding suggests that the changes that
Gmail introduced within the last year have not had a negative effect on email engagement.
The same applies for Gmail mobile app users - though the app disables the functionality of
responsive design, it loads images by default, thus not significantly compromising the user
experience.
Q3 2013 Q3 2013 Q3 2013 Q3 2013
yahoo
hotmail
gmail.com
aol.com
8.5%
12.9%
14.9%
23.2% 23.2% 23.2%
21.9%
14.7% 14.5% 14.3%
14.2% 14.8% 16.0%
8.2% 7.9% 6.4%

15. pg. 15
ADDENDUM:
Database Metrics by Industry – Q2 2014
Subscriber Tenure & Activity by Industry – Q2 2014
Addendum
% Active Avg # Emails Avg Opens Avg Clicks
Industry Subscribers per Opener per Opener per Clicker
B2B 1.3% 8 1 1
Consumer Services 6.5% 142 17 6
CPG 6.8% 30 5 2
Entertainment 7.2% 25 4 2
Financial Services 5.6% 11 3 2
Healthcare 17.3% 17 3 2
Hospitality/Travel 13.7% 24 4 2
Insurance 2.7% 6 2 1
Marketing/Advertising 5.4% 48 4 2
Publishing 14.8% 53 9 3
Retail/Wholesale 12.7% 57 8 3
Technology 3.5% 19 4 2
Standard Metrics by Industry – Q2 2014
*Yesmail does not count multiple opens when calculating overall email open rate.
Only unique opens are factored in.
Delivery Bounce Open Unique Total Click to Unsubscribe
Industry Rate Rate Rate* Click Rate Click Rate Open Rate Rate
B2B 90.9% 9.1% 18.8% 1.4% 2.1% 7.4% 0.4%
Consumer Services 97.1% 2.9% 12.0% 1.9% 2.9% 16.2% 0.0%
CPG 97.4% 2.6% 17.6% 2.1% 3.3% 11.7% 0.1%
Entertainment 95.2% 4.8% 16.5% 1.6% 4.1% 9.8% 0.1%
Financial Services 94.8% 5.2% 27.9% 1.0% 2.1% 3.5% 0.0%
Healthcare 91.6% 8.4% 20.1% 3.9% 5.7% 19.4% 0.1%
Hospitality/Travel 98.8% 1.2% 18.3% 1.7% 2.7% 9.5% 0.0%
Insurance 97.8% 2.2% 31.3% 7.7% 10.8% 24.5% 0.2%
Marketing/Advertising 88.7% 11.3% 9.9% 0.7% 1.3% 6.7% 0.1%
Publishing 96.8% 3.2% 17.4% 2.7% 4.1% 15.6% 0.0%
Retail/Wholesale 97.5% 2.5% 14.3% 1.3% 2.0% 9.3% 0.1%
Technology 95.9% 4.1% 20.6% 2.1% 4.8% 10.0% 0.1%
Opted in within Opted in 3-12 Opted in over Never opened/ Opened/ Opened/clicked Opened/clicked
Industry last 90 days months ago 1 year ago clicked clicked w/in 3-12 months ago over 1 year ago
B2B 5.1% 25.3% 69.9% 85.7% 1.3% 3.3% 9.7%
Consumer Services 2.4% 9.3% 88.4% 78.8% 6.6% 5.3% 9.3%
CPG 4.0% 10.6% 85.4% 73.1% 6.8% 5.3% 14.9%
Entertainment 2.9% 28.2% 68.9% 72.2% 8.7% 6.7% 7.4%
Financial Services 3.5% 29.5% 67.0% 77.0% 2.7% 6.9% 13.5%
Healthcare 6.4% 19.5% 74.1% 50.3% 17.8% 11.1% 20.8%
Hospitality/Travel 15.2% 40.9% 43.9% 67.3% 13.5% 12.4% 6.8%
Insurance 6.6% 24.3% 69.1% 71.6% 2.7% 6.5% 19.1%
Marketing/Advertising 1.5% 15.3% 83.1% 75.7% 7.9% 6.1% 10.4%
Publishing 3.2% 14.6% 82.2% 56.6% 15.1% 10.2% 18.1%
Retail/Wholesale 19.6% 18.8% 61.7% 64.4% 11.3% 9.6% 14.7%
Technology 2.0% 9.6% 88.4% 67.8% 1.6% 9.4% 21.2%

16. pg. 16
GLOSSARY:
Purchase Behavior:
% Desktop Revenue = $ Desktop Revenue/$ Total Revenue
% Mobile Revenue = $ Mobile Revenue/$ Total Revenue
% Desktop Orders = Number of Desktop Orders/Total Number of Orders
% Mobile Orders = Number of Mobile Orders/Total Number of Orders
Desktop Conversion Rate = Number of Desktop Orders/Number of Clicks on Desktop
Mobile Conversion Rate = Number of Mobile Orders/Number of Clicks on Mobile
Repeat Purchaser Rate Desktop = (Number of Desktop Orders-Number of Desktop
Purchasers)/Number of Desktop Purchasers
Repeat Purchaser Rate Mobile = (Number of Mobile Orders-Number of Mobile
Purchasers)/Number of Mobile Purchasers
Desktop Avg Order Value = $ Desktop Revenue/Number of Desktop Orders
Mobile Avg Order Value = $ Mobile Revenue/Number of Mobile Orders
% Orders Smartphone = Number of Smartphone Orders/Number of Mobile Orders
% Orders Tablet = Number of Tablet Orders/Number of Mobile Orders
Mobile:
% Mobile Opens = Mobile Opens/Total Opens
% CTO Desktop = Unique Clicked Desktop/Opened Desktop
% CTO Mobile = Unique Clicked Mobile/Opened Mobile
% Desktop Only = Proportion of email viewers who only used desktop to interact
with email
% Mobile Only = Proportion of email viewers who only used mobile to interact
with email
% Hybrid = Proportion of email viewers who switched between mobile and desktop
to interact with email
Subscriber Activity:
% Mailable Database = Total Mailable Users/Total Users
% Active Subscribers = Proportion of database subscribers with opens clicks in the
last 90 days
Avg # Emails per Opener = Number of emails an active subscriber received in
the last 90 days
Opens per Opener = Number of opens per active subscriber in the last 90 days
Clicks per Clicker = Number of clicks per active subscriber in the last 90 days
Standard:
Open Rate = Opened/Delivered
Total Click Rate = Total Clicks/Delivered
Click-to-Open Rate = Unique Clicks/Opened
Unsubscribe Rate = Unsubscribe/Delivered
Glossary

17. We power intelligent customer interactions. We give you the insights
to recognize and understand your customer to deliver contextually
relevant digital communications – while respecting their preferences
and privacy. We help marketers evolve their customer relationships
through intelligent interactions via technology, insights, and services
in a near real-time multichannel environment. We help you compete
in the age of the customer.
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