Email open rates are declining somewhat,
according to a study of email marketing trends by marketing automation company
Silverpop, but email efficiency as measured by click-throughs are up.
According to the company's “2012 Silverpop Email
Marketing Metrics Benchmark Study," open rates in the U.S. in all of 2011
and into the first quarter of this year averaged 19.9%, down from the 21.3%
recorded in a similar study in 2009.
