WUV: Email marketing in Europe according to DoubleClick

Email is becoming a common marketing tool in Europe as well. According to a recent research presented by DoubleClick, the opening rate for promotional messages is slightly higher in Europe (40.2 percent) than in the U.S. (38.8 percent), and the same trend can be found evaluating the clickthrough rate: 9.2 percent in Europe and 8.3 in the U.S.

In France (almost) everybody is eager to open the email (46.1 percent) but then nobody clicks on the marketing messages, since the clickthrough rate is around only 6.2 percent, one of the lowest in the Continent. The clickthrough rate does much better in Germany, where it's above the European average of 10.4 percent.