Wednesday, September 13, 2006

Want Them To Open Your Email? Put A Restaurant In The Subject Field

That, of course, is an over-simplification, but according to the
Harte-Hanks Postfuture Index of comparative e-mail metrics for January-June 2006 among 13 industry categories, restaurants enjoyed the best open rates at 167.7% (open rates exceeding 100% occur by way of pass-alongs, and reopened e-mail) as well as the best click-through rates at 57.5%.

Retail had the lowest open rate (35.3%), while the automotive sector had the lowest click-through rate (5.7%).

Among all sectors for all purposes of e-mail combined, the average delivered rate stands at 91.2% -- with an average open rate of 78.8% of those e-mail delivered, click-through rate of 18.4% of all e-mail delivered, and an opt-out rate of 0.4% of all e-mail delivered.

E-mail sent to consumers received the higher click-through rates of 19.9% and open rates of 78.9%, while business-to-business e-mail had rates of 11.2% and 67.7%, respectively.

No comments: