Contradiction: email marketers find it hard to reach the inbox but at the same time don’t seem to care too much

Deliverability is a hot topic in email marketing today. There are many reasons for that: an increased volume of emails sent (email has recently been used more frequently due to the recession), a growth of lists, changing techniques at the ISPs to filter emails, etc.

The emphasis increasingly lies with relevance, content and interaction by and with the email recipients.

The ‘Email Marketing Industry Census 2010 report’ by Econsultancy, carried out in cooperation with Adestra, shows that the number of businesses claiming to have problems reaching their email subscribers’ mailboxes has increased by 3% compared to last year, reaching no less than 54%. 

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Email marketing: the risks of comparing your open rates and click-through rates with those of others

The most used tactical metrics in email marketing still include the ‘open rate’ and the ‘click rate’ or ‘click-through rate’ (CTR). 

Just as a reminder: the ‘open rate’ is a percentage that expresses the ratio between the number of emails that are delivered to the recipient (all emails that reached the inbox) and the number of subscribers who actually opened the mail. 

The CTR is the number of emails that were clicked at least once, divided by the number of delivered emails. 

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