The average click-through rates for email advertising in the UK grew from 6.3% in first quarter to 6.9% by quarter two, according to the latest email trends report from DoubleClick.
This compares well with much of the rest of the European regions, which according to the report saw response rates to email marketing drop.
However, it is unclear how many of these click-throughs are intentional. Research earlier this year found that the vast majority of click-throughs on pop-ups were accidental.
Across EMEA, slightly fewer emails were delivered in the UK compared with the first quarter of the year -- this decreased from 86% in the first quarter to 85.2% in the second quarter.
The proportion of emails that were actually opened dropped most dramatically in France, which saw this figure fall from 58.2% in the first three months of the year to 48.6% during the second quarter, although the French are still seeing the highest opening rates overall.
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