Study: Email open rates are declining

The study, which track 3 billion emails from 100 companies, said the percentage of people opening emails from these companies fell nearly 10 percent.

Ragan Insider Premium Content
Ragan Insider Content

For 100 companies in nine different industries email open rates declined to an average of 17 percent last year, down from 26 percent in 2009.

That’s according to info from the Harte-Hanks Postfuture Index 2009-2010, which tracked about 3 billion emails from those companies.

The researchers behind the index point acknowledges that “changing patterns in use of text and imagery that records open activity is having an impact on open rates, without necessarily having an impact on response.”

The industries tracked by the study are automotive, travel/hospitality, technology, retail, pharmaceutical, insurance, government, financial, and entertainment. The industry with the highest open rate is pharmaceutical. Lowest open rate go to tech.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.