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Email marketing report: Email volume was up 18% in 2017

March 14, 2018 / Amy Gesenhues

Yes Lifecycle Marketing analyzed data from more than 30B emails sent in 2017 to measure performance around open rates, subject lines and more. According to Yes Lifecycle Marketing, email volume was up 18 percent year over year in 2017, but the number of people signing up for email subscriptions steadily declined throughout the year. After analyzing more than 30 billion emails sent last year, 9 billion alone in Q4, the email marketing platform has released a benchmark report looking at a number of data points around email marketing volume, engagement and design. Among the many findings, brands are sending more and more emails, but new subscribers’ share of their lists continued to shrink last year. “Throughout 2017, the share of new subscribers in marketers’ databases consistently declined, falling to its lowest point in Q4 when new subscribers accounted for just 3.5 percent of marketers’ mailable audience,” reports Yes Lifecycle Marketing.