• by Jack Loechner , Staff Writer @mp_research, October 13, 2002

B2B eMail Response Dependent on Purpose

Harte-Hanks reports 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, representing 4.25 million e-mail addresses, executed between August 2001 and August 2002.

North American B2B eMail Click Through Rate by Purpose

	CTR Average	High Range	Low Range
General Marketing	1.3%	25.0%	0.2%
Market Research	4.1	21.0	0.5
Sales Promotion	1.7	10.3	0.1
Offline Seminar Invite	1.0	9.2	0.1
Subscription Offer	1.4	3.8	0.1
Online Seminar Invite	1.0	3.6	0.0

Source: Harte-Hanks, August, 2002

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.

Average ClickThrough Rates for B2C & B2B Direct Mail in US, 1999-2002

	B2B	B2C
1999	-	3.7%
2000	3.9	2.4
2001	2.6	1.8
2002	2.3	1.2

Source: Opt-In News, May 2002

reported by EMarketer.com