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: Yesmail Interactive
: Yesmail's analysis of email database subscriber behavior during Q2 shows that just 1.3% of B2B email subscribers could be considered active (having opened or clicked within the past 90 days), the lowest proportion of the industries studied (as with last year
). The B2B industry's low activity rate appears to be the result of targeting smaller niches rather than low open rates, as the industry's unique open rate of 18.8% was among the top-half for the 12 industries tracked by Yesmail. Meanwhile, the healthcare (17.8%) and publishing (15.1%) industries enjoyed the highest subscriber activity rates, per the study.
Mobile devices accounted for 64.5% of all email opens during the second quarter of this year, says Yesmail Interactive in its latest quarterly report
[download page] covering Q2 email activity. The study - which uses a new adjusted figure for Android opens to account for those devices' frequent default "images off" setting - indicates that while mobile devices lead in email opens, they trail in several other important measures.
: Leichtman Research Group (LRG)
: After threatening to top the number of pay-TV subscribers last year
, the number of cable companies' broadband subscribers finally reached that milestone during Q2, per LRG data. Overall, though, the number of US broadband subscribers (85.9 million) boasted by the top providers trails the number of pay-TV subscribers (95.5 million) enjoyed by the top providers, as cable providers have a larger share of the broadband than pay-TV market (which has gradually been shifting to telephone providers).
: Asked to indicate which sources, other than their doctor, they commonly rely on for information when they have questions about their health or physical symptoms, almost 6 in 10 survey respondents pointed to medical or health-related websites, with that figure highest among 18-34-year-olds (65%). A separate study
by Harris Interactive, though, finds that just 1 in 10 adults have a great deal of trust in the health care advice they fine in online resources such as WebMD.com.
Close to two-thirds of B2B marketers employ some type of real-time marketing, details Econsultancy
[download page] in a new report produced in association with Monetate. Adoption levels should only rise, as 86% of survey respondents agree to some extent that "real-time marketing is essential as behavior, device, place and time come together," and many perceive customer experience benefits to the practice. Yet respondents identify numerous challenges to more effective real-time marketing.
Marketers are enjoying "greater elevation and influence in the executive suite," says the CMO Council in its annual "State of Marketing" report
[download page]. Indeed, only 1 in 5 feel that the role of the CMO doesn't carry the same level of respect as other C-level executives, and more than two-thirds feel that the CMO is either a trusted member of the C-suite's "inner circle" or a part of the leadership discussion. So what does senior management want from marketing leaders - and what will marketers rely on to make their decisions?