E-marketing 'open' rates climb slightly to 30 percent.

• Position: MARKETING NEWS - Brief article

E-MAIL RESPONSE RATES are generally holding steady for financial institutions, according to the latest E-mail Metrics Report from ClickRSVP, Hopedale, Mass. The study covered over 1,600 e-mail campaigns delivered on behalf of more than 50 financial institutions of all sizes during 2009 and the first half of 2010.

Average "open" rates (indicating a message has been viewed by the recipient) climbed slightly to 30 percent, while "click" rates (where a recipient clicks on a link in a message)...