Here are the results from an IMN Benchmark E-Marketing Research
(formally IMakeNews.com), Based on Data From Over 100 Million E-Mails
In industry-by-industry comparisons, marketing communications
companies (advertising, marketing, public relations, etc.) and retailers
appear to be most successful at engaging their subscribers. Marketing
communications firms achieve an average unique open rate of 63.2
percent, followed by retailers with a 55 percent open rate. Other
benchmarks by vertical industry include:
* Financial services--47.6 percent open rate
* Manufacturing--43.4 percent open rate
* Nonprofit organizations--41.1 percent open rate
* Software development firms--40.9 percent open rate
* Overall, the average unique open rate for IMN mailings is 39.4
percent.
COPYRIGHT 2003 Sarah Stambler's Marketing with
Technology News Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
Copyright 2003, Gale Group. All rights
reserved. Gale Group is a Thomson Corporation Company.
NOTE: All illustrations and photos have been removed from this article.