Restaurant Industry Leads Open Rates: Harte-Hanks

Share this content:

The restaurant industry had the best e-mail open rates, exceeding 100 percent, according to the Harte-Hanks Postfuture Index for January-June.

Restaurants had open rates of 167.7 percent for the period. Open rates exceeding 100 percent include pass-a-long and reopened e-mail. The industry also had the highest clickthrough rate of 57.7 percent.

Of the 13 industries, retail had the lowest open rate, with 35.3 percent, and automotive had the lowest clickthrough rate, 5.7 percent.

E-mails sent to consumers had higher clickthrough rates of 19.9 percent and open rates of 78.9 percent, while business-to-business e-mail had rates of 11.2 percent and 67.7 percent, respectively.

The 13 industries surveyed in descending order of clickthrough rates were, restaurants (57.5 percent), publishing (55.6 percent), pharmaceutical (23.8 percent), travel and hospitality (23.4 percent), conference events (14.2 percent), financial services (11 percent), technology (10.9 percent), government (9.5 percent), insurance (9.5 percent,) consumer packaged goods (8.6 percent), entertainment (8.1 percent), retail (6.0 percent) and automotive (5.7 percent).

The Harte-Hanks Postfuture Index for January to June is a comparative aggregate including 4,300 business and consumer e-mail campaigns compiled through the Harte-Hanks Postfuture Enterprise Edition, an e-mail marketing platform.

Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here