Getting ready for an email marketing seminar, I was running some ideas through our Informz Email Marketing Analytics system. It allows us to look at trends across all of our clients. I usually only look at a year or so of data at one time. Yesterday, I looked at Delivery Rates, Open Rates and Click Rates going back to 2002.
I must admit that I expected to see large reductions in Open Rate and Click Thru Rate overtime. Take a look at this plot.
As you can see, although Open and Click Rates have varied over the years, they remain roughly constant around 40% and 20% respectively. This is especially interesting when you consider the following:
- The volume of email Informz is sending is 25x higher than in 2002; so we are doing a great job with deliverability.
- The widespread use of Outlook 2007 and other email clients that block images would indicate that the actual open-rates have been increasing over time.
Email marketing is atleast as strong as it was 6 years ago.
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