The B2C products category was expected to command the greatest amount of marketing spending (9.4%) as a share of company revenues in February 2013.
Travel & leisure registered a particularly high unsubscribe rate, which rose to 6.77% in the bottom quartile. Computer software was again a top performer, though nonprofits recorded the lowest average.
The average CTR across the regions was 5.2%, though Canada achieved just 3.8% compared with 5.4% in the US and 5.1% in EMEA.
Consumers were more receptive to email messages issued by the computer software industry, with the top performers in that industry achieving open rates of 55.0%.