More marketing emails being sent out
Thursday, 17, Dec 2009 11:50
New figures have revealed that email marketing usage is on the rise in the Europe, Middle East and Africa region.
According to Epsilon International, email volumes rose by 12 per cent in the third quarter of 2009, with the majority of promotional messages being sent in HTML format.
In the UK, delivery rates stood at 95.3 per cent and open rates at 19.7 per cent, with business-to-business messages seeing an open rate of 23.8 per cent.
The majority of UK email marketers - 61 per cent - preferred to use multi-part message formats, although HTML emails experienced the highest click-through rates.
Ian Hitt, managing director of Epsilon International EMEA, commented: "Email marketing continues to lead the ROI rankings and marketers are cementing their confidence in email as an effective communications tool and a critical component of the multichannel marketing mix."
Small businesses are particularly likely to increase their usage of email marketing over the next 12 months, according to a recent forecast from Vistaprint.
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