Silverpop: Travel sector has worst email CTRs

Silverpop analyzed email messages sent by 1,124 brands during 2011 and the first quarter of 2012.

It found that, while open and click-through rates vary from sector to sector, travel had the worst click-through rates (2.3%) and third-worst open rates (13.2%) globally.

The best open rates were within the financial services (5.6%) and charity (52.2%) sectors. The best click-through rates were consumer software (8.6%) and media/publishing (8.9%) sectors.

According to Loren McDonald, VP of industry relations at Silverpop, "These findings confirm that response rates vary widely based on the approach that is taken and the content that is delivered".

"Companies that focus on helping recipients by providing behavior-based content that is meaningful, personal and relevant rather than just firing off one-size-fits-all promotions are far more likely to find themselves in the top 25%."

The full report can be downloaded here.

Earlier this month, research from Message Systems showed that email continues to be a valuable and preferred marketing channel.

Nearly all (97%) of the 100 marketing and email industry professionals surveyed cited email as the top marketing channel, followed by social with 70%.

Furthermore, almost two-thirds (63%) reported that email provides the best ROI, trouncing the number that cited social.

Tags: click-through rates, CTR, email industry, email marketing, response rates, travel market