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