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Email marketing still a vital tool for UK businesses

10th Jan 2012
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Email marketing remains a valuable marketing tool and is providing great results for UK businesses, despite the economic turmoil, new benchmark figures have shown.

The 2012 UK Email Marketing Benchmark Report from, a UK-based provider of interactive marketing tools, shows an increase in average email open rates from 18.21% to 18.35% in the last 12 months across all sectors.
The report breaks down results across 23 industries to allow marketers to compare their performance against their peers. The business to business sales category leads the pack this year with an impressive average unique open rate of 26.14%, followed closely by restaurants with 23.67%. The music industry also performed well, with an average open rate of 21.46%.
Outside of the private sector, government and charity email communications proved very successful too, notching up 31.17% and 23.25% open rates respectively.’s CEO and email marketing expert Matt McNeill said it was great to see that UK businesses, particularly SME’s, continuing to get great results from email. “With marketing budgets under pressure email marketing is an ideal way to build lasting relationships with people without breaking the bank.”
The full 2012 edition of’s UK Email Marketing Benchmark Report is available for free at
The report is a UK focussed email marketing benchmark for small to medium sized businesses based on over 900 million emails sent using the platform last year. All emails are permission-based, sent to subscribers who explicitly opted in to hear from the sender.

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By wrapmail
10th Jan 2012 13:28

 Maybe one should look at another marketing opportunity and that is the emails we all send from our corporate email addresses every day. I represent a company that has developed a solution for just those emails and thus this post.

The basic idea behind WRAPmail is to utilize the facts that all businesses have websites and employees that send emails every day. These emails can become complete marketing tools and help promote, brand, sell and cross-sell in addition to drive traffic to the website and conduct research. WRAPmail is available for free at

WRAPmail also helps search for missing children with every email sent by incorporating an optional RSS feed from the Center for Missing and Exploited Children

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By arynjosh
24th Sep 2012 15:48

That is a no brainer. Internet is really a powerful tool and every business is using this to their advantage. - Douglas Battista

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