Two-thirds of B2C marketers in the UK use email to reach consumers, but success rates vary across industries
According to SkyIQ, a marketing research firm in the UK, in September 2011, two-thirds (66%) of business-to-consumer (B2C) marketing professionals in that country reported using email to reach their customers.
Email may not be the most exciting or buzzed about digital marketing tactic, but the channel remains a cheap and effective way to reach customers in the UK.
A January 2012 report from online marketing platform Sign-Up.to found that email marketing messages in the UK had an average open rate of 18.4% in 2011. The highest open rates were found in government and B2B sales, but the highest consumer-oriented open rates were for restaurants (23.7%), charity (23.3%) and music (21.5%).
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