UK open rates increased to 38% for the third quarter of 2004 from 36.2% for the second quarter, according to DoubleClick's third-quarter 2004 EMEA Trend Report.
UK click-through rates were up slightly compared with the second quarter to 6.9% and in the third quarter it rose to 7%. The average click-through rate for the whole EMEA area was up to 10.9% from 9.7%.
However, UK delivery rates fell back very slightly, dropping to 84.9% from 85.2% last time.
DoubleClick also compared the EMEA with the US, and found that EMEA click-through rates, at 10.9%, remain higher than the US rates, at 8.2%.
Open rates fell in the EMEA overall and DoubleClick suggested that this could be because email clients are increasingly blocking images by default.
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