DMA Email Benchmark 2018: Clicks driven by relevance, opens driven by interest
Yesterday (July 5), the DMA (Direct Marketing Association) published its annual Email Benchmarking Report.
Analysing the performance of over 23 billion emails over the course of 2017, results showed that email has yet to be unseated as digital marketers’ top-performing channel.
At 97.5%, delivery rates remained extremely high - that figure represents just a slight dip year on year - although this does equate to over 500 million emails missing the target.
On the other hand, open rates have seen a 0.5%...