Travel sector among worst at email marketing, finds survey

Travel is one of the worst performing sectors when it comes to email marketing, according to a survey.

Silverpop, a digital marketing technology provider, has released its 2012 Email Marketing Metrics Benchmark Study.

The company examined email messages sent in 2011 and the first quarter of 2012 by 1,124 participating customers. 

The survey found that travel has the third worst open rates globally (13.2%) and the worst click-through rates globally (2.3%).

The sectors with the best open rates were financial services (55.6%) and charities (52.2%).

Sectors with the best click-through rates globally were consumer software (8.6%) and media and publishing (8.9%).

“These findings confirm that response rates vary widely based on the approach that is taken and the content that is delivered,” said Loren McDonald, vice president of industry relations for Silverpop. 

“Companies that focus on helping recipients by providing behaviour-based content that is meaningful, personal and relevant rather than just firing off one-size-fits-all promotions are far more likely to find themselves in the top 25%.”


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