Some new research from from marketing service provider Implix has found that Americans are one of the least likely groups to open emails worldwide.
The study looked at 1,652,000,000 emails sent between July and December 2009 and found the average open rate in North America was 10.76%. In Europe, the rate was over 13%.
Click rates were down in the US too with more than 40 out of every 100 recipients who opened a message sent from Europe clicked on a link. In North America, less than one out of every three opened and clicked on a link. North America also had the highest bounce rate (2.17%) and the second highest complaint rate (0.12%) among all the continents. (South America came in first with 0.13%).
Simon Grabowski, CEO of Implix said: ”Our study shows how serious the problems of e-mail fatigue and low engagement have become in North America. Fewer than one out of every three recipients opened and clicked on a link. And only one out of every eight subscribers who clicked on links did it twice.”
So does this suggest that email is becoming a less and less effective marketing channel? Are we perhaps all moving more towards using social networks for communication rather than email? Let us know your experiences.
Loading ...