Harte-Hanks study finds email open rates declined

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San Antonio, Texas—Email open rates declined to an average of 17% last year, down from 26% in 2009, according to “Harte-Hanks Postfuture Index 2009-2010.” The report, examined metrics for roughly 3 billion email messages sent by about 100 companies in nine vertical industries using the company's Postfuture email platform. In a press release, Harte-Hanks said, “Changing patterns in use of text and imagery that records activity is having an impact on open rates, without necessarily having an impact on response.” Harte-Hanks data also indicated that delivery rates increased to 95% last year, up from 93% in 2009. Click rates were steady at 3%; unsubscribe rates dropped from 0.32% to 0.19%; and bounce rates declined from 7% to 5%. The pharmaceutical and government sectors had the highest open rates, with both topping 25%. The technology industry had the lowest open rate at just above 5%.
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