Email may be one of the oldest online marketing tactics, but it is also one of the top performing. May 2012 data from the CMO Council showed a significant majority of marketers worldwide (67%) rated email the most successful digital marketing tactic. June findings from the Direct Marketing Association (DMA) provided further, granular evidence of success, showing improvement in US email open rates and clickthrough rates (CTR) for both in-house and prospect-intended emails in 2012, as compared to 2010. For house lists, which the DMA defines as an email list of both past and present customers generated from a company’s own database, the average open rate for 2012 was up 2.6 percentage points over 2010, and the CTR was up 1.1 percentage points over the same time period. Meanwhile, the open rate for prospect lists increased only slightly, but the CTR for these emails nearly doubled in the two-year timeframe, pointing to an increased ability to resonate with prospects once they opened an email.