Businesses could be better-advised to use direct mailing services instead of online marketing techniques, in light of new figures from a recently-published report.

A study by MailerMailer has found that the open rate of emails sent out as part of marketing campaigns has fallen to 13.2 per cent from 16.11 per cent over the first half of the year, reports UTalkMarketing.

The same goes for click rates, which are down to 2.73 per cent from 3.18 per cent over the same period, hinting at a possible downturn for online avenues.

According to MailerMailer, organisations in the spectrums of banking/finance, religious/spiritual, government and telecommunications saw higher open rates than in other sectors.

Figures from the Search Engine Marketing Professional Organisation (SEMPO) released this year showed that four out of ten search engine advertisers around the world said that email marketing gave the best ROI of any online tactic.

According to a report by E-consultancy, 2008 spending on email marketing in Britain should be as high or higher than the 24 per cent growth rate seen last year.

Related Topics: Email Marketing