Open rates for branded e-mails exceed 25%, but click-thru rates -- a critical measure of recipient engagement -- fell to 4.4%, a two-year low, during the second quarter of the year, a study finds. To counter that trend, marketers are using a variety of tactics, including data-driven e-mail strategies and more dynamic email content. "As marketers push to increase email relevancy in the coming year, CTRs may see a revival," this article notes.