Is Your Industry Hitting the Click Through Rate Mark? [CHART]

by John Katsoulis on June 9, 2013 in Marketing Efficiency,Marketing Measurement

Our marketing efforts only matter if people respond or click through our requests to engage with them. So for this week’s chart, we got right in the weeds and compared Average Click Through Rates (CTRs) across industries.

Having worked in high-tech for almost 15 years, I assumed that B2B marketing for technology solutions would at least be in the top 5, but the data presented a pleasant surprise (given my role as the vertical product marketing guy at Oracle Eloqua) with a host of great modern marketing activity across industries with Industrial Manufacturing topping the list:

COW 6-9This chart highlights the top 5 performing industries, but the results across all industries also are included at the bottom of this post.

Why would Industrial Manufacturing have click through rates almost three times the average? There is no easy way to answer this question, but taking some facts about how marketing automation is used by this industry into account, my first assumption is the role the channel “plays” – specifically that modern marketers in this industry (as well and Insurance) are primarily marketing to a channel (sales, buyer, etc.) and that the information sent is normally what that keeps the relationship alive. Other variables, including the notion of known sender versus unknown, could impact the numbers. We’ll take close look at how this plays out in my next chart of the week. Stay tuned and feel free to send any questions, comments or ideas.

 

Average Click Through Rates By Industry (2012 data)

Q1 Q2 Q3 Q4
Industrial Manufacturing 7.03% 5.01% 6.79% 5.40%
Real Estate 4.12% 2.41% 3.78% 2.67%
Insurance 3.52% 2.36% 3.49% 2.76%
Travel & Transportation 3.40% 2.29% 2.70% 2.56%
Education 2.75% 1.06% 1.53% 1.64%
Finance 2.71% 4.05% 4.86% 5.24%
Pharma 2.49% 3.06% 5.10% 5.47%
Professional Services 2.45% 1.93% 2.19% 2.23%
High Tech Manufacturing 2.36% 2.36% 1.94% 1.81%
Media 2.20% 1.75% 2.00% 2.78%
Retail 2.18% 2.31% 4.49% 2.70%
Unclassified 2.16% 1.96% 1.86% 1.68%
Entertainment 2.05% 1.62% 2.52% 5.34%
Asset Management 2.04% 1.79% 3.95% 2.08%
Construction 2.03% 0.81% 2.06% 1.86%
Non Profit 1.99% 1.36% 1.39% 2.01%
Services 1.96% 1.33% 1.50% 1.31%
Health Care 1.83% 5.70% 2.89% 1.70%
Energy & Resources 1.74% 6.57% 1.55% 3.20%
Telco 1.43% 1.88% 1.93% 1.98%
Wholesale & Warehousing 1.41% 0.95% 1.42% 1.10%
Medical Devices 0.67% 0.66% 0.72% 0.61%

 

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