Email marketing and email remain well established among businesses

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Email has become a ubiquitous form of online communication for consumers and businesses alike. According to the latest reports from Yahoo! and Ipsos OTX MediaCT, the average U.S. Internet user has more than two personal email accounts, giving businesses a huge opportunity to reach both current and potential customers.

Marketers are seizing this opportunity, according to results from the Association of National Advertisers (ANA), which found that 94% of U.S. marketers were using or planning to use email marketing as of November 2010. Quarterly results from Epsilon and the Email Experience Council showed that email is a well-established format, showing only minor percentage differences in key marketing metrics such as click-through rate and open rate in North America over the past two years.

They also indicate that email messages that provide distinct value to africa business email list consumers, whether in the form of content-related services or editorial content, continue to gain ground over other forms of email marketing, outperforming in the two most important metrics: CTR and open rate. Overall, Consumers are opening emails with the same frequency but generating fewer clicks.

Which translates into a decrease in CTR that has been observed for the last two years. Before 2010, the CTR was around 6%. Since then, the CTR has been stable around 5.3%, except for a slight increase during the first quarter of 2011.


Open rates also saw a slight increase in performance over this period, up one percentage point from the typical pace experienced in recent years. This increase could be part of a larger seasonal trend, especially considering similar increases experienced during the first quarter of 2010 and 2009, showing a steady open rate of 22.1% and a CTR of 6.1%, although more data is still needed to prove this trend. If one thing is clear, it is that companies are struggling to gain user engagement via email, making campaigns increasingly complex.