The Direct Marketing News reported that consumer e-mail open rates are holding steady, but inbox clutter is taking its toll as marketers increase e-mail volume. Open rates held at 22.1% during the second quarter of 2010. This number compares with 22% in the 4th Quarter of 2009.
The click through rate for e-mail messages was 5.3%, down from the same period of last year. We reported a click through rate of 5.9% for the 4th Quarter of 2009. Email volume increased 10.5%. More than six in 10 e-mails sent were marketing messages.
If email is your only way to stay in touch with your customers or attract new customers, we hope you consider this information and think about other ways to engage and connect with your customers. Direct mail is a great way to stay in touch and begin a desired conversation with your next customer.