The number of promotional emails being opened by recipients in the UK is increasing, a new report has revealed.

According to email marketing software provider, average open rates went up to 24.88 per cent in 2015 – 1.8 per cent higher than in 2014.

Click-through rates, meanwhile, rose by 9.3 per cent throughout the year to 3.43 per cent.

Interestingly, open rates are particularly high from mobile devices, rising by 1.2 per cent to 54.59 per cent – more than twice the average across the board.

The best open rates were seen in the legal and accounting sector (37.25 per cent), with the TV, radio and film industry not far behind (35.81 per cent).

By contrast, the figure for the B2C retail sector was a relatively low 25.32 per cent, while B2B retail saw open rates of 22.69 per cent.

Matt McNeill, Brand Director at, commented: “Overall, the report shows that brands that take the opportunity to understand and profile their audience and offer relevant, timely and valuable messages are rewarded with better open rates, improved levels of engagement and ultimately greater customer loyalty.”

Email marketing on mobile shows ‘staggering’ open rates, benchmark finds Internet Retailing