Which sectors have the best email campaign engagement?

This chart gives us a good indication of the level of engagement that the email campaigns themselves generate, by looking at the proportion of people who click on a campaign after opening it.

Where the aim of a campaign isn’t to generate a click to a landing page (in the case of informational emails or those designed to elicit a response by email) this isn’t a good measure but for most industries it’s a very good way to compare engagement.

What we can learn from this data:

• HR/Recruitment on first glance has taken a hammering, seeing click-to-open rate drop from 21.70% to 3.51%. Such a massive decline deserved some investigation - what we found was exactly what we mentioned above - the majority of these campaigns have switched to detailing all of the required information in the body of the email and soliciting responses by email rather than through a website.
• Restaurants were again a big climber, from 11.11% in 2009 to 24.08%. As mentioned before we’ve seen a shift in the nature of most restaurant email marketing towards value driven offers, vouchers etc. and many of these require recipients to click through to download a voucher or register for the offer, something they seem very willing to do.
  
• B2C Retail has remained relatively steady, reflecting what we’ve been hearing from our e-commerce based clients who make up the majority of this sector. The suffering of the high street doesn’t seem to have hit the e-commerce world to anything like the same degree, although we’ve seen a lot of promotional activity so it’s definitely taken some effort.

Next: How does loyalty vary by sector?