Email open and click-through rates declined sharply in 2009, especially in the latter half of the year, with performance levels varying dramatically by industry and email list size, according to a study by MailerMailer, which also found that open and click rates tended to be highest on Sundays.
The average overall unique open rate*at the end of 2009 was 11.2%, down 10% from a year earlier.
Image blocking, the increased use of email handheld devices, and list fatigue were among the key reasons cited for declining open rates.
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