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Insurance Pharma
Social media may be the “rage of the age” for marketers in some industries, but email is still the preferred choice when it comes to delivering a customized marketing message. And the Insurance and Pharmaceutical segments illustrate that greatly.
A new study by Harte-Hanks clearly shows that overall delivery rates came in at an incredible 95 percent for 2010, slightly up from 2009, and un-subscribes are down to .19 percent.
Overall, open rates dropped to 17 percent from 26 percent, but Harte-Hanks says this might not be an accurate depiction of the facts. They say that many emails only report as “open” once the images have been downloaded, however many people skip the images so as not to deal with a potential virus, or simply because it’s an unnecessary step.
Click rates averaged 3 percent, which was in line with the previous year. When broken down by industry, it is easy to see that health and welfare is of great interest and importance to digital consumers. Both insurance and pharmaceutical industries have the highest click rates, while technology…not so much. One theory about tech-savvy consumers is that they’re following through online or through a mobile app.
So if you’re tempted to consider email-marketing passé, you may need to reconsider. Highly targeted, customized emails sent to properly vetted customers on a regular, but not too frequent, basis may just provide the lift you need.
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