This emarkter article had some great statistics on open and click rates per industry (or audience).
Initially what stood out are the large absolute percentages in the Retail and Travel industries. Retail having around 8% click throughs contrasted with the 2-3% overall, but makes sense that if a customer has opted in to a brand’s email newsletter, they are “die-hard” fans of the brand and want to interact with the brand and/or to take advantage of emailed specials. Similar reasoning with the travel industry, there are likely audience members (like me) who are on travelzoo’s email list to find bargains on vacations and the like. The prospect of traveling is also inherently more exciting than, say, an email message sent by a wholesale-distribution company.
One surprise in the Computer/internet industry was that smaller lists did better overall than larger ones on clicks (7.2% on a
Posted via web from OverLinked
