Email marketing open rate 18%, study shows

The proportion of marketing emails opened by recipients is 18.35 per cent, according to recent research.

Executives in marketing jobs should also note that the click-to-open rate is 15,42 per cent across all industries for UK small and medium-sized businesses, the 2012 Email Marketing Benchmark Report by sign-up.to revealed.

As such, global branding and marketing strategist and director at Stark Moore MacMillan Kate Adamson believes email news letters need to be objective.

Responding to the study, she said: “Don’t be afraid to point people to content which isn’t directly about you and your business, so that you avoid sounding like one long sales pitch.

“Remember too that your email newsletter should be part of your wider online programme.”

The expert advised those in marketing roles to ensure the email newsletter is available on the company website for viewing too.

Social media websites can also engage followers and fans not on the email list in similar content, Ms Adamson concluded.

Last week, Burberry plc announced a 21 per cent increase in total revenue for the third-quarter as its social media presence strengthened to more than ten million Facebook fans.

Posted by Steve Williams

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