SAN ANTONIO, TX--(Marketwire - May 15, 2012) - Harte-Hanks (NYSE: HHS), a global insight-driven multichannel direct and digital marketing company, announced today the release of its comprehensive study of email marketing and messaging metrics for 2011. The study is for clients in multiple industry verticals using the company's Postfuture® email platform with -- for the first time -- delivery data tied to specific Internet Service Provider (ISP) domains, as well as data on devices used for email viewing defined by vertical market. Harte-Hanks Postfuture Index™ reports and examines metrics for deliverability, open rates, click-through rates, opt-out rates and subject line characteristics both overall and for specific verticals in the U.S. marketplace, including: Automotive; Entertainment; Financial Services; Pharmaceutical; Retail; Technology; and Consumer Packaged Goods.
"Email communication is being utilized more strategically reflecting a higher level of sophistication in their execution," said Jeannine Falcone, managing director, The Agency Inside® Harte-Hanks. "New unique open-data-by-email domains shed light on how ISPs filter and deliver email. Additionally, new device data tells us how recipients are viewing their email, providing marketers with insights into how email is performing and how it might best be rendered."
"This Index," Falcone said, "provides brands with benchmarks to compare their own experiences against aggregated statistics within their industry category and among businesses overall. Email marketing continues to be an important component of the multichannel engagement strategy, and insights gleaned from the Index help to contribute to the success of any multichannel strategy."
For 2011, compared to 2010, Harte-Hanks Postfuture Index found that:
- Overall delivery rates across all industry sectors averaged 94.2 percent, one percentage point lower than 2010 across all industries.
- Open rates came in at 17.4 percent, slightly surpassing the overall 2010 rate of 16.6 percent.
- Click rates shot up to 5.8 percent, after 2010 hovering at 2.7 percent.
- Unsubscribe rates continued to decline from 0.32 percent in 2009 to 0.16 percent in 2010 and now 0.11 percent, which is attributed, according to Harte-Hanks, to increased use of frequency controls, targeted content and suppression of non-responders; and,
- Bounce rates marked a small increase from 4.9 percent in 2010, to 5.8 percent for 2011.
Additionally, for the first time, the 2011 Harte-Hanks Postfuture Index reported delivery and open rates for email sent to AOL, AT&T, BellSouth, Comcast, Gmail, Hotmail, MSN, SBCGlobal, Verizon, Yahoo! and "All Others" email addresses, providing insights by vertical market for these domains. Additionally, email viewing by device and vertical market also was reported, discerning Android, Apple Mobile, "Other Mobile" and Computer (PC/Mac) for email viewing across the seven industry categories.
For insight into rationale for the performance in various verticals, including the domain and device metrics, view the entire report at http://www.harte-hanks.com/insights/pfindex.
[Editor's Note: Individual charts and graphs from this study are available for editorial use, with credit given to "Source: Harte-Hanks Postfuture Index™ Email Response Metrics 2011 Report, Released Spring 2012." Contact Morayea Pindziak to arrange for prompt delivery.]
Harte-Hanks, Inc.® is a worldwide, direct and targeted marketing company that provides direct marketing services and shopper advertising opportunities to local, regional, national and international consumer and business-to-business marketers. Visit the Harte-Hanks Website at http://www.harte-hanks.com or call (800) 456-9748.
Postfuture brings the power of effective email messaging tools and a comprehensive hosted messaging platform backed by decades of experience in strategic relationship marketing from The Agency Inside Harte-Hanks -- so marketers have the power and support brands need to develop a strong multichannel marketing strategy, build lasting customer relationships, and grow business.
This document may contain trademarks that are owned or licensed by Harte-Hanks, Inc. and its subsidiaries, including, without limitation, Harte-Hanks®, The Agency Inside, Postfuture® and other names and marks. All other brand names, product names, or trademarks belong to their respective holders.