Email open rates have risen to their highest level in four years, a new report has revealed.

According to data from Yes Lifecycle Marketing, email open rates have gone up by four per cent in the last three months to 16 per cent.

The report showed that personalised emails were particularly likely to be opened by B2C and B2B customers.

Using relevant subject lines and marketing appropriate products and services to the right people was also found to be crucial.

Another interesting finding was that click-to-open rates were highest among B2B brands at 19.3 per cent.

This suggests email marketing could be an especially effective technique for marketers who are trying to engage business customers.

The report also highlighted the fact that the timing of a mailshot can be crucial to its success.

Indeed, Yes Lifecycle Marketing said deploying campaigns on the right day of the week can lead to a significant increase in return on investment.

As a result, email marketers need to consider when their target audience is most likely to not only see a marketing message, but also be receptive to it and convert into a paying customer.

The report pointed out that sending out emails on Fridays can be particularly worthwhile for both B2B and B2C marketers, as this was found to have higher engagement and conversion rates than other days of the week.

Michael Fisher, President of Yes Lifecycle Marketing, commented: “Our findings show that, contrary to what some may believe, consumers actually want to receive marketing emails.

“At the same time, however, to maintain an engaged subscriber base, marketers need to offer valuable, relevant and personalised information at every stage of their customers’ lifecycles.”

Email subscribers are not turning away from brands, but increasingly clicking to open The Drum