Insurance e-mail marketing led other industries in terms of response in the first quarter of 2014, according to Yesmail's "Q1 Benchmarks Overview." Insurance e-mails scored the highest average open rate (31.4%), unique click rate (7.6%) and click-to-open rate (CTR) of 24.1%. Per the Yesmail study of more than 5 billion e-mails deployed in the first quarter, marketing/advertising company e-mails had the dubious distinction of the lowest average open rate (9.8%) as well as the lowest unique click rate (0.7%). However, the lowest CTRs were earned by the e-mail creative of Financial Services (3.7%) and Technology (5.3%), despite high 28% and 20% open rates, respectively. Overall, open rates rose 6% in the first quarter compared with the fourth quarter of 2013, and unique click rates were up 8%, but those increases may have been due to 20% lower e-mail volume after the year-end holiday quarter. For e-mail marketers seeking to leverage mobile, there is some key news: E-mails using mobile-friendly responsive design had a 21% higher CTR in the first quarter when compared with non-responsive e-mails. Yet 75% of marketers neglected mobile design, with 31% not sending responsive e-mails at all, and 44% sending them less than half of the time. See more on the Yesmail e-mail benchmarks in the MarketingProfs report at http://www.marketingprofs.com/charts/2014/25246/marketing-email-benchmarks-open-rates-by-industry-device-trends
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