Proof Email Marketing is Dead: Open Rate for Emails

In Email Marketing is Dead the Statistics and Social Proof Clint Mayer confronts us with an argument that marketers should ditch their email marketing in exchange for a social media strategy.

He says:

According to a July 2010 Edition of the Email Marketing Benchmark Report  released by marketingSherpa.com, the average open rate of emails in the USA dropped from 14% in half 2 of 2007 to a humble 11.2% in half 2 of 2009.

The decline in email open rates has been attributed to factors like image blocking, increased use of email hand held devices and list fatigue, but the biggest reason is being grossly neglected. It is what we are calling the era of social advocacy – Social Media.

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