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Last updated on April 24, 2014 at 10:39 EDT

Inbox Marketer Releases 2012 Email Marketing Trends Report

January 18, 2013

GUELPH, ON, Jan. 18, 2013 /PRNewswire/ – Inbox Marketer today released its
annual report on Email Marketing Trends in Canada for 2012. The report
shows that email open and click-through rates are growing in Canada
while the opposite is happening in the U.S., and it reinforces that
email is still the most effective relational and direct response tool
for Canadian digital marketers.

“Overall, Canadian email metrics were slightly better than our U.S.
counterparts in 2012,” reports Geoff Linton, VP Sales & Marketing at
Inbox Marketer. “Canadian click-through rates are slightly higher and
bounce rates are lower.” The study notes that open rates vary
considerably between email service providers due to differences in
reporting definitions between Canada, the U.S. and individual
companies.

Sample key findings include:

        --  Open rates jumped to an average of 20.7% in 2012, reversing the
            three year downward trend
        --  Click-through rates averaged 5.5%, down slightly from the 2011
            average of 5.7%
        --  Mobile devices continue to impact email with open rates
            continued growth; approximately 46% of emails are now opened on
            mobile devices in Canada.

“Email open and click-through rates are still very healthy, and email
continues to be the digital workhorse of the marketing industry,”
continues Mr. Linton. “Email is still the most effective relational and
direct response tool and integrates very well with the other digital
channels, like social media.”

Deliverability and inactivity by subscribers are two areas that continue
to challenge email marketers.
On average, over 20% of legitimate email continues to be blocked by
ISPs, and the proportion of inactive email addresses is rising.

The study compiled metrics from B2C clients over a cross-section of
industries in Canada. The full report is available on Inbox Marketer’s
website at www.inboxmarketer.com/institute_whitepaper.asp.

About Inbox Marketer (www.inboxmarketer.com)
Inbox Marketer is a digital direct messaging firm that helps
organizations use email, mobile, social media and the web to build
online communities of customers and prospects. The company offers
technologies and services that make it easier for digital marketers to
integrate their communications across all digital channels and measure
the responses across each communication touch point.

SOURCE Inbox Marketer Corporation


Source: PR Newswire