The study by MailerMailer found that the average marketing e-mail open rate fell to 13.20% in the first half of 2008, compared with 16.11% in the first half of 2007. Click rates also fell, from 3.18% in the first half of 2007 to 2.73% in the first half of this year.

MailerMailer said that some industries had higher open rates for their marketing e-mail, with banking/finance, religious/spiritual, government and telecommunications having more success than other verticals.

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