Saturday, December 21, 2013

Gmail’s Quality Paradigm: Email Opens Down, Conversions Up

<p>Emails sent to Gmail users now drive higher purchase values while scoring lower open rates, according to studies conducted by email marketing firms.</p><p>Open Rates Fall</p><p>Sailthru published its Black Friday and Cyber Monday report, confirming ClickZ's earlier prediction that the rolling out of tabs would be more of an opportunity than a threat: open rates fell 12.8 percent for Gmail on Black Friday and shrunk 7.5% on Cyber Monday. This compares with an aggregated 5.2 percent increase and a 17.5 percent boost, respectively, at Yahoo-AOL-Hotmail for the same periods. One may argue that the time period is too short, but we have to keep in mind that those two days represent the highest online shopping tide of the year.</p><p>Mailchimp's study shows the same trends, but this time based on the analysis of 29 billion emails over a 25-week period, from May to October 2013.</p><p><a href="http://www.clickz.com/clickz/news/2319941/gmails-quality-paradigm-email-opens-down-conversions-up">Keep reading...</a></p>

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