The average click through rates in email campaigns have been released by EMarsys in its Email Benchmark Report 2011.

The bad news is that overall email click throughs are declining. The current (2010) click through average is 11.08% across all emails, rising to 13% when one just looks at B2B emails.

In reading these figures it is important to remember that they can be taken from all sorts of campaigns – including quite often campaigns to regular subscribers to a newsletter such as this one.

Likewise there are industries where the receipt of a particular email each day is key to the working of that industry.  For example, imagine a travel agency that puts up in its window each day various last minute deals at discount prices.  Knowing each day’s offers is the life blood of the agency, and so the emails bringing in the news will be read avidly.

Compare that with an company whose work does not rely on daily new information – they will treat news emails in a totally different way.

The task therefore is always to get industries and companies where the receipt of news is not considered vital, and get them to change their attitude towards the email, so that their opening and click through rate rises.   It is, in the end, a matter of content.

If you would like to talk this through, please do give me a call on 01536 399 000.  There’s also details of the various ways in which we help companies with their email marketing on www.velocity.ac – just click on the Business option.

Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.