The study — based on nearly 109 million e-mails over three years — found that advertising, marketing, public relations, and related firms had the highest "unique open rate," followed by retailers and financial services organizations.
What's more, the study also found that IMN also found that product-oriented content inspired the most responses from readers, at 29 percent.
Company news received 18 percent of "unique clickthroughs" — the percentage of subscribers who not only open and start to read their e-mail, but then click an inside link for additional information — followed by industry news at 14 percent, and "tips and tricks" at 11 percent.
Unique Open Rates by Industry
Marketing communications firms 63.2%
Retailers 55.0%
Financial services 47.6%
Manufacturing 43.4%
Nonprofit organizations 41.1%
Software development firms 40.9%
For a full overview of the findings go to: http://cyberatlas.internet.com / markets / advertising / article / 0,,5941_3084181,00.html
