The mean unique open rate for US email marketers last year was 20.2% and the median rate 17.1%, according to the 2014 Silverpop Email Marketing Metrics Benchmark Study, which examined data from all the messages sent by Silverpop’s client base of nearly 3,000 brands from 40 countries. But those average figures mask considerable differences between the best- and worst-performers: the top quartile achieved a median open rate of 38.5%, compared to the median rate of just 7.4% for the bottom quartile. Similarly wide differences were observed across a host of other metrics, too. Read the rest at MarketingCharts.
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