SUMMARY: According to MarketingSherpa data, only a piddly 16% of B-to-B marketers get clickthrough rates of 21% or more for their email newsletters sent to house lists.
And that number appears to be drifting ever so slightly downward every year. (Oct. 2004-Oct. 2005 it slipped by one percentage point.)
So, when we met a marketer who routinely gets *unique* click rates as high as 73%, we immediately asked, "How?!" Turns out the secret is the content … and, yes, it's a tactic you can copy for lots of other marketplaces.