B2B E-Mail Campaigns Get Clicks

Harte-Hanks reports in August 2002 that business-to-business (B2B) e-mail marketing campaigns can yield an average click-through rate of 1.3%, but can go as high as 25%. The study also determined that sales promotion B2B e-mail campaigns yield an average click-through rate of 1.7%, but can be as high as 21%. Harte-Hanks reviewed 700 permission-based e-mail campaigns designed by their clients, representing 4.25 million e-mail addresses, executed between August 2001 and August 2002. Companies were North American-based and in either the technology or telecom industries. Opt-in News estimates that average click-through rates for B2B e-mail marketing campaigns are slightly higher than those determined by Harte-Hanks. Opt-in estimates that in 2002, the average click-through rate for B2B e-mail marketing is 2.3% — down from 3.9% in 2000.