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BizReport : Email Marketing : January 10, 2012 releases 2012 UK email benchmark report

The latest edition of the UK Email Marketing Benchmark Report by has been released and shows marketers are seeing increasing success with this communications tool.

by Helen Leggatt

signupto logo.pngThis year's report, the fourth of its kind from interactive marketing firm, reveals a rise in average email open rates. Across 23 industry sectors the average open rate rose from 18.21% to 18.35% over the last year.

Other results, based on over 900 million permission-based emails sent by UK SMBs include (2011 results in brackets):

- Click-through rate: 2.95% (3.29%)
- Unsubscription rate: 0.15% (0.22%)
- Click-to-open rate: 15.42% (18.07%)
- Unsubscribe-to-open rate: 0.97% (1.2%)

The B2B sales category performed best with an average unique open rate of 26.14%, not far ahead of restaurants with 23.67% and the music industry with 21.46%.

"We put together this benchmark each year because we think it's important that UK small-medium business marketers have a relevant set of averages to work from - other reports we've found are either focused on blue-chip brands or non-UK audiences," writes Matt McNeill, founder and CEO of, on his company's blog.

Tags: business to business, email marketing, email metrics, music industry, open rate, small businesss, SMB marketing, unsubscribe rate

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