Over 75% of Email Marketing Goes Un-Opened

Information aggregated from clients of Bigfoot Interactive, as reported at Clickz, provide an interesting picture of email marketing today:

"The overall unique open rate has exhibited a year-over-year decline, dropping from 28.7 percent in Q2 2003 to 22.3 percent in Q2 2004, largely due to changes from e-mail providers, Bigfoot's DiGuido said."

The report is by no means negative on the current or future prospects of email:

""With the increasing attention to more contextually relevant e-mail communications we expect to see increased performance and perhaps more importantly conversion as a result of these efforts. Given the efficiency of e-mail this should have a huge impact on marketers overall ROI for the holiday season, as e-mail becomes an increasing portion of the marketing mix," DiGuido said."