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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%

Using their tech tools, software development firms might be able to increase
their unique open rates but their success will depend in creating compelling
creative to drive action.
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----- Original Message -----

Clickthroughs are among the best methods for measuring e-mail reaction, as
the Direct Marketing Association (DMA) cites a Bigfoot Interactive study
indicating that the majority of opt-in subscribers delete e-mail, rather
than unsubscribe.

Reactions to E-mail
Type Delete Unsubscribe
Link Unsubscribe
Reply Ignore Filter
Opt-in newsletter 57.7% 4.6% 8.2% 5.2% 2.5%
Opt-in service message 58.7% 4.2% 7.1% 3.2% 3.1%
Opt-in marketing/promo 62.8% 3.7% 7.6% 4.8% 2.8%
Base: 1,023 U.S. adults
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