Email marketing firm Implix has released a study of 1,652,000 emails sent from its emails marketing platform GetResponse between July and December 2009. The study offers a look at email marketing by tracking common performance indicators across 95 countries and six continents.

The study found the average open rate in North America was 10.76 percent. Europe had the best email open rate at 13 percent, more than 60 percent higher than the low score of 8.08 percent in Australia.

More than 40 out of every 100 recipients who opened a message sent from Europe clicked on a link. In North America, less than one out of every three opened and clicked on a link.

“Our study shows how serious the problems of e-mail fatigue and low engagement have become in North America,” said Simon Grabowski, CEO of Implix. “Fewer than one out of every three recipients opened and clicked on a link.”

“And only one out of every eight subscribers who clicked on links did it twice. We need to remember that top ISPs have begun to introduce engagement metrics such as opens and clicks into their deliverability equations. That means that ‘unengaged’ recipients can cause email campaigns to be blocked and automatically sent to spam folders. North American marketers have a lot of work to do in engaging their subscribers.”

In Asia, one of every four subscribers who clicked on an email link did it twice. In North America, just one out of eight clicked on a link twice.

North America had the highest bounce rate (2.17%) and the second highest complaint rate (0.12%) among all the continents.

Tags: Email Marketing, Implix

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