A Few Simple Changes Can Boost 'Click Rate' On Email, Silverpop Study Shows
Posted October 16, 2006
ATLANTA, Ga. — Firms wanting to improve the click rates," or openings, for e-mail can do so by making a few simple changes, e-mail marketing firm
reported Monday in a new study.
For example, business-to-consumer e-mails that are branded with a product or company name are likely to be opened 29 percent of the time compared with 22 percent of e-mails that are not branded, Silverpop said.
Business-to-business e-mails that were branded had an open rate of 32 percent versus 20 percent for unbranded e-mails.
However, the Silverpop study found that only 55 percent of overall B-to-B e-mails and 46 percent of B-to-C e-mails were branded.
The study was based on a review of 612 e-mails that 430 companies sent between April and August.