September 13, 2006

How do your e-mail open and conversion rates compare to the recent Harte-Hanks Postfuture Index report?

The 13 industries mentioned in the study (in order of descending click-through rates) are:

• Restaurants (57.5%)
• Publishing (55.6%)
• Pharmaceutical (23.8%)
• Travel and hospitality (23.4%)
• Conference events (14.2%)
• Financial services (11.0%)
• Technology (10.9%)
• Government (9.5%)
• Insurance (9.5%)
• Consumer packaged goods (8.6%)
• Entertainment (8.1%)
• Retail (6.0%)
• Automotive (5.7%)

The combined average:

• Delivered rate (91.2%)
• Open rate (78.8%)
• Click-through rate (18.4%)
• Opt-out rate of (0.4%)

B2C e-mail received click-through rates of 19.9% and open rates of 78.9%.

B2B e-mail had rates of 11.2% and 67.7%, respectively.

Posted by at September 13, 2006

Comments

Lawn Cateris email - www.poweredunits.com/lawngarden/

Things of everyday usage (restaurants, drugs) are on the top and things which we buy only once (cars, technologies) are on the back. It's my conclusion :)

Dave email -

urgent question for Tara: in your review of newswire services you said:

"There is also something to be said for having a release re-posted on a variety of sites, such as Yahoo, CNN Money, Quicken, etc. All of the services deliver an assortment of re-postings, but I was happiest with PR Newswire's results in this area (better quality all around)."

What exactly is the difference there? I want my PR to be all over the place and I want everyone to se it on yahoo and everywhere else, to be picked up by local journalists in a specific city so they can write about it. Is it crucial to take PR Newswire then?

Also, on yahoo finance, there are all the PRs and they slowly withdraw them according to important. is it possible they withdraw MarketWire faster than PRNewswire and is this something done more generally?

thanks a lot,

Dave

Gamelexi email - www.gamelexi.de

Wow click-through rates of 19.9% are not too bad. Very interesting. Thanks

Otto email - http://www.cleaningnotions.com/

I don't understand why restaurants are at first place?

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