By Jessica Goodfellow

Emails are opened and read 14.2% of the time, but consumers have been more cautious about clicking through to external links with a reduction in the aggregate click through rate from 1.8% in 2015 to 1.6% in 2016.

According to the DMA’s latest Email benchmarking report 2017, while delivery rates remained high, open rates have continued to fall from a high of 20% in 2013, to 14.2% in 2016.

However, the DMA believes there a disparity between the perceptions of customers and the experiences of marketers, with consumers reporting that they opened between 28.4% and 50.08% of their emails, between Read full story ›

Source: The Drum