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Email marketing still winning, say benchmarks

Have you been investing in email marketing for some time now, or maybe recently? Good, because the marketing results from the email channel keep getting better. New figures from the DMA in the US show that results have gone up, eMarketer tells.

Compared to 2010, average open rate was up 2,6 percent for 2012 (up to June 14th this year) to 22,1% for house lists (past and present customers). CTR was up 1,1 percent.

Further details include the results that credit / banking emails from the financial sectors see the best open rates, while the apparel retailers see the best deliverability rates:

email_marketing_performance_metrics_north_america_by_industry_2011

However, not all news about email is positive: conversion rates are down a bit compared to 2010: eMarketer notes that this could be because of multiple online touch points. Since 2009, social media has been growing steadily as a marketing channel, so it should not be ignored that email has to share the limelight with that.

Even so, email marketing can help social media a lot, so viewed like that, email is still winning, even when it’s not directly converting. Mashable noted back in March that email was still more popular than social media.

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