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New figures from direct marketing firm Epsilon show that open rates have improved for the fourth quarter in a row. The analysis, taken from 6.5 billion emails sent, showed open rates were up over 18%, whilst click through rates were up 6%. Out of the sixteen industries measured in the study, seven saw an increase in opens, clicks and decreases in bounce rates compared to the previous year. What does this mean?It is positive news that, despite the amount of emails being sent being ever increasing, it still remains an effective channel of communication. People may be swamped by spam, but the figures demonstrate that companies who market themselves via email effectively aren't simply ignored. How can I make email marketing effective?For a successful email marketing campaign, it's important to be very targeted. Try to use double opt-in email marketing lists which are kept up-to-date. This ensures you are emailing people who should be interested in what you're sending them. Ensuring emails are attractive, informative and timely will improve click through rates, whilst spam checking beforehand will reduce chances of your emails going straight to the Junk Email folder. Our Email Marketing Guide provides detailed information on starting your first campaign.
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