Bank E-newsletter publishers give benchmark 'click and open' rates.

• Position: Www.digital.bankadvisencom - Brief article

BANK E-NEWSLETTERS PRODUCED BY IMN, a producer of e-communications in Waltham, Mass., had a unique click rate of 5.3 percent of total delivered e-mails in both bank and credit union markets. (A click represents a reader clicking on any link within the e-newsletter, including links to educational articles, the institution's website, a promotional offer or community event.) The bank e-newsletlers generated a unique open rate of 21.2 percent in the financial market.

The benchmarks were compiled from IMN e-newsletters published from April 1 through June 13, 2011 senting 53 community banks and credit unions and more than 3.3 million e-newsletters sent.

IMN financial...