Pay more attention to email marketing open rate

2012 research still shows email as the most viable platform for marketers. Don't be lulled into thinking it's going away anytime soon. Many have seen declines in open rates. But dont just attribute that to competition in the inbox or the increase in social channels. Also note that all receiving ISPs and corporate domains are getting tougher on what they allow into the inbox. Some of your declines in open rates are attributable to the fact that your mail isnt reaching the inbox in the first place, and thus it cant be opened. Pay close attention to what email marketing solution like Return Path say about getting your email into the inbox and you could see a return to the old open rates.