Email Metrics by Industry (USA)

Email Metrics By Industry
Industry	Open Rate	CTR	Response
Business Products and Services	45.5%	14.7%	6.7%
Consumer Products	39.5%	24.1%	9.5%
Consumer Services	37.5%	24.8%	9.3%
Financial Services	47.8%	24.7%	11.8%
IT (newsletter)	39.7%	17.9%	7.1%
IT (promotion to house list)	51.6%	14.2%	7.3%
IT (promotion to rented list)	26.6%	9.2%	2.4%
Publisher - Business	39.2%	18.6%	7.3%
Publisher - Consumer	35.7%	26.9%	9.6%
Retail and Catalogue	34.1%	20.8%	7.1%
Travel	40.1%	20.7%	8.3%
Source: DoubleClick, MarketingSherpa 2004

Notes:
1. Open rate is total emails opened divided by emails delivered.
2. CTR (click-through rate) is total clicks divided by total emails opened.
3. Response rate is total clicks divided by emails delivered.
4. Data shown is for NON-UNIQUE responses.

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