Harte-Hanks finds healthy e-mail response rates

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La Jolla, Calif.--Some b-to-b marketers are achieving e-mail response rates as high as 25%, according to a study released Tuesday by Harte-Hanks Inc. The average response for a general marketing campaign was 1.3%, with a high of 25%, while the average response for sales promotion e-mails was 1.7%, with a high of 10.7%. Subscription offers, meanwhile, garnered an average response of 1.4%, with a high of only 3.8%. The study, which focused on about 700 permission-based technology and telecommunications industry campaigns, also found that integrated media messages through telemarketing and e-mail boost click-through rates by as much as 15%.
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