Silverpop says that its most recent look at brand messages sent via email shows that while consumers are opening fewer messages, they are clicking through to the company’s Web site more often.
The study, which included emails from just over 1,100 brands in 2011 and the first quarter of this year, found that open rates dropped to 19.9%, down from a 2009 average of 21.3%. (It attributes that decline primarily to technology that blocks HTML imagery, and such features as Gmail’s Priority Inbox.)
Click-through rates, however, averaged 5.4%, up from 4.5% in 2009. Unsubscribe rates came in at an average 0.27%, with travel and leisure brands getting the highest thanks-but-no-thanks response (1.64%) and nonprofits the lowest (0.10%.)