Consumers Opening Fewer E-Mails

Opens and clicks have been falling, but marketers aren’t about to drop their favorite tactic.

Fewer consumers worldwide are opening marketing e-mails, according to a November 2008 study by MailerMailer.

The company found that the average marketing e-mail open rate fell to 13.20% in the first half of 2008, compared with 16.11% in the first half of 2007. Click rates also fell, from 3.18% in the first half of 2007 to 2.73% in the first half of this year.

http://www.emarketer.com/Article.aspx?id=1006733

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