Restaurant Industry Leads Open Rates: Harte-Hanks

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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.

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