Posted by Amber Ludeman
A new study has the 2012 benchmarks for email marketing, and the results are mixed. While open rates are down year over year, click-through rates have risen. It seems that getting people to open emails may be getting more difficult, but once they do, content is compelling enough to get them to click. We find this encouraging. After all, email marketing should be about generating traffic to your brand’s site. Another thing to keep in mind: mobile email opens are on the rise, at about 27% right now. Anyway, here are some highlights from the study:
- Open rates are at 20.1%, down 2% from 2009. However, coverage of the study was much broader this time around.
- Education marketers have the lowest open rate with 15%, while computer software companies have the highest at 24.7%.
- Click-through rate is up to 5.2% from 4.5%.
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