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IT Industry Has Highest E-mail Open Rates

September 5, 2008

E-mail campaigns targeted at information technology pros have a 62.3 percent e-mail open rate, followed by publishing industry campaigns, which have a 46 percent open rate, according to a recent report from Atlanta-based e-mail marketing service provider MailChimp.

The report also found that the above percentages were much higher than the average open rate of 26 percent.

The publishing sector also had the highest clickthrough rate at 9.9 percent, while the imports industry came next at 8.9 percent. In addition, while IT leads significantly in open rates, its clickthrough rate of 1 percent is well below the average of 4 percent.

For the report, MailChimp analyzed the performance of more than 223 million e-mail messages delivered to recipients in more than 50 industries revealing open rates, clickthrough rates and other actionable campaign metrics organized by industry.

To see the "Email Marketing Benchmarks by Industry" ChimpChart in full, click here.


 

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