Statistics Show That Restaurants Have A Higher Email Open Rate And Better Email Marketing Response.
At the of 2006 a email marketing study was made to know which industry get the best web conversions from email promotions, the study was made by Harte-Hanks Postfuture Index, which results show that online restaurants promotions generated the best open rates compare to other top industries using email as a form of direct marketing method.
The statistic obtain results from 13 different categories including restaurants, publishing, pharmaceutical, travel and hospitality, conference events, financial services, technology, government, insurance, consumer packaged goods, entertainment, and automotive.
they found out that restaurants use to get 167.7 percent open rates, this is way pass 100%, the fact is that restaurant email promotions were opened and then pass along to others and they reopened it, and that wasn't all, restaurants also had the best click through rates passing every other category with a big 57.5% rate.
Those numbers were impressive knowing that each campaign was a sales promotion and not a newsletter or ezine full with useful content, all those email were design to sell something using special discounts, coupons, and just reminders of a top selling item... Restaurant usually have the best open rates on direct mail marketing too, so I wasn't surprise they got first place on email conversions. Actually, that's one of the reasons me and my wife are also into the restaurant and food business, because you can profit from this industry fast and for a long term if is manage right.
Here is the complete email click-through rate statistics report:
- Restaurants 57.5%.
- Publishing 55.6%.
- Pharmaceutical 23.8%.
- Travel And Hospitality 23.4%.
- Conference Events 14.2%.
- Financial Services 11.0%.
- Technology 10.9%.
- Government 9.5%.
- Insurance 9.5%.
- Consumer Packaged Goods 8.6%.
- Other Pharmaceutical 8.1%.
- Entertainment 6.0%.
- Automotive 5.7%.
You need to know that this numbers haven't change from studies in 2007, 2008... Just try to improve your click through rate and open rate as much as you can, because that is what separates a successful campaign from one that doesn't increase conversions, which can be for product sales, affiliate sales, or inquiries for another email list.
On of the best ways to start a successful campaign is to delivery your message to a highly targeted audience, people that is in the market for a product or service related to your niche. Then offer them exactly what they want or need.
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In Conclusion: If your audience are from any of this categories, now you can see where to put more efforts to increase you open and click through rate, make sure you analyze your data to know which campaign to improve or change.
To your success,
Luis Galarza, Internet Marketing Consultant Massachusetts.