Email Marketing coninutes to flourish

Email marketing appears to still be of interest to internet marketing consultants and others in the industry, as new research has revealed that delivery rates in the UK are high at 95.3 per cent, a climb of 0.2 per cent year-on-year.

The latest figures from Epsilon have shown that open rates in Britain were stable at 19.7 per cent, which is a climb from the 19.6 per cent recorded in the third quarter of last year.

Managing director of the company Ian Hitt observed that advertisers remain confident in email as a tool for reaching consumers, believing it to be a "critical component of the multichannel marketing mix".

It was also found that clickthrough rates declined to 6.1 per cent in 2009 from 6.8 per cent in the third period of 2008, although the firm stated this is unsurprising because of the holidays.

In the Europe, Middle East and Africa region, email volumes showed a rise of 12 per cent, with the majority of them sent out in HTML, due to the fact that French areas use this in 74.5 per cent of their missives.

These findings come in support of those from Silverpop, which recently revealed that, although many marketers do not believe the recession is coming to an end, 40 per cent state their email budgets will increase in 2010, while 47 per cent say they will maintain current levels of spending.