Brought to our attention by the Center for Media Research:
Email Delivery Up, Open Down
According to the Harte-Hanks Postfuture Index 2009-2010, email open rates declined to an average of 17% last year, down from 26% in 2009. The report examined metrics for over 2.8 billion email messages sent by about 100 companies in nine vertical industries. The company says that “… changing patterns in use of text and imagery… is having an impact on open rates, without necessarily having an impact on response.”
The study indicates that:
- Delivery rates increased to 95% last year, up from 93% in 2009
- Click rates were steady at 3%
- Unsubscribe rates dropped from 0.32% to 0.19%
- Bounce rates declined from 7% to 5%
- The pharmaceutical and government sectors had the highest open rates, with both topping 25%
- The technology industry had the lowest open rate at just above 5%
Retail continues to enjoy one of the highest delivery rates, says the report, with over 98% in 2010. Automotive has the lowest delivery rate at 90% in 2010, affected primarily by list quality. Since consumers are usually in market for a new vehicle after a number of years, automotive manufacturers and dealers are often sending to email addresses acquired one to three years ago, many of which have changed, observes the report.
Read more at this link.