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A Few Simple Changes Can Boost 'Click Rate' On Email, Silverpop Study Shows

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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.

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