Segmenting the data by industry, financial services (credit cards and banks) had the highest unique open rates of the final quarter at 31.9%, followed by automotive (26.3%).
Industries such as general consumer services (20.0%), general consumer and business publishing/media (16.8%) and consumer products — pharmaceutical (12.1%) all saw an increase in total open rates of at least 5% over the year-earlier period.
Some industries didn’t fare as well, though. While still having a relatively high unique open rate of 17.9%, travel/hospitality and travel services experienced a decrease of at least 5% year-over-year.
Other industries that suffered a similarly-sized decrease were business products and services (13.1%), telecom consumer services (15.9%), retail (14.9%) and consumer products/CPG (12.2%). Read the rest at Marketing Charts.