E-mail open rates in Australia in 2012-2013, by industry

The statistic presents e-mail open rates in Australia in 2012 and in the first half of 2013, broken down by industry. During the first six months of 2012, e-mail advertising sent by banking and financial services had an opening rate of 26.21 percent.

E-mail open rates in Australia in 2012 and H1 2013, by half-year and industry

IndustryH1 2012H2 2012H1 2013
Accounting28.93%27.39%33.82%
Administration28.61%30.53%33.35%
Advertising/media/entertainment20.7%19.78%20.2%
Banking and financial services26.21%28.7%29.07%
Call center/cusomer service26.12%29.37%28.76%
Community and sport24.3%29.93%29.05%
Construction15.73%19.71%16.45%
Consulting and corporate strategy15.57%21.44%19.75%
Education and training24.59%24.37%23.12%
Engineering20.96%22.61%20.77%
Government/defense33.64%35.15%35.3%
Healthcare and medical26.86%26.82%26.11%
Hospitality and tourism20.93%20.98%21.83%
Human resources and recruitment20.75%24.52%24.77%
IT and telecom17%12.51%8.72%
Insurance and superannuation28.05%30.19%29.02%
Legal33.38%29.1%29.13%
Manufacturing/operations23.2%22.12%26.44%
Mining/oil/gas25.87%32.89%32.48%
Other26.13%22.74%19.27%
Primary industry23.78%26.15%26.16%
Real estate and property25.59%25.28%24.83%
Retail and consumer products25.66%23.01%25.59%
Sales and marketing11.12%14.19%17.89%
Science and technology18.53%23.6%17.65%
Trades and services19.99%19.73%28.51%
Transport and logistics28.17%28.45%31.34%
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Source

Release date

September 2013

Region

Australia

Survey time period

2012 and H1 2013

Supplementary notes

Figures for H1 2012 come from a previous publication.

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Statistics on "E-mail marketing "

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