SOURCE: Harte-Hanks


June 27, 2011 09:00 ET

Harte-Hanks Announces Email Key Performance Metrics for Nine Vertical Markets

Harte-Hanks Postfuture Index™ 2009-2010 Report Released

SAN ANTONIO, TX--(Marketwire - Jun 27, 2011) - Harte-Hanks (NYSE: HHS), a global insight-driven multichannel direct and digital marketing company, announced today that it has released a comprehensive study of email marketing and messaging metrics for nine industries, analyzing roughly 3 billion email messages sent across nearly 100 companies in 2009 and 2010 using the Postfuture email platform. Harte-Hanks Postfuture Index™ 2009-2010 reports and examines metrics for deliverability, open rates, click-through rates, and opt-out rates, both overall and for nine specific markets: Automotive; Entertainment; Financial Services; Government; Insurance; Pharmaceutical; Retail; Technology; and Travel/Hospitality, almost wholly in the U.S. marketplace.

"Email-based communications -- marketing, transactions, newsletters -- are healthy and growing and, based on performance metrics, showing a higher level of professionalism in their execution," said Jeannine Falcone, managing director, The Agency Inside Harte-Hanks. "With this data, brands can gauge how they are performing versus their peers, both overall and within their industry category. Email marketing is an important component of the multichannel engagement strategy, and insight, like that gleaned from the Index, contributes to the multichannel strategies we build for our clients."

For the overall email market, Harte-Hanks Postfuture Index™ 2009-2010 found that:

  • Overall delivery rates across all industry sectors averaged 95% for 2010, increasing from 93% in 2009;
  • Open rates averaged 17% for 2010, down from a 2009 average of 26% -- though the study acknowledges that changing patterns in use of text and imagery that records open activity is having an impact on open rates, without necessarily having an impact on response;
  • Click rates averaged 3% for 2010, flat from 2009, with the report recommending increased A/B testing of subject lines to increase this key metric;
  • Unsubscribe rates dropped from 0.32 percent to 0.19 percent, because of increased use of frequency controls, targeted content and suppression of non-responders; and,
  • Bounce rates averaged 5 percent overall, improving from 7 percent in 2009.

For insight into rationale for the performance in various verticals, view the entire report at

[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 2009-2010, 2011." Contact Morayea Pindziak to arrange for prompt delivery.]

About Harte-Hanks
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 or call (800) 456-9748.

Postfuture(TM) brings you the power of effective messaging tools and a comprehensive hosted messaging platform backed by decades of experience in strategic relationship marketing from The Agency Inside Harte-Hanks -- so you have the power and support you need to develop a strong multichannel marketing strategy, build lasting customer relationships, and grow your 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.

Contact Information

  • Media Contacts:
    Harte-Hanks Postfuture
    Morayea Pindziak
    (215) 944-9692
    Email Contact