ExactTarget has been slowly releasing info from their latest email marketing study. Yesterday, we reported on the "which day of the week is best to blast" aspect of the study. Today they've released results that show Email open rates declined 16.5 percent in 2005 while click-through rates remained steady.
Open rates declined to 35.5 percent in the 4th quarter of 2005 from 42.5 percent a year earlier.
Despite declining open rates, ExactTarget's study shows that click-through rates have remained steady over the past two years, with a slight upturn in the second half of 2005. Click-through rates for the 4th quarter of 2005 increased 10 percent to 6.6 percent from 6 percent a year earlier.
Another interesting finding of the study: on average, there are more unique clicks for each tracked open. The overall ratio of opens-to-clicks has declined from 6.6 in the 1st quarter of 2005 to 5.4 in 4th quarter of 2005.
