# Charity marketing emails second most likely to be opened

- Link: https://fundraising.co.uk/2003/02/07/charity-marketing-emails-second-most-likely-be-opened/
- Published: 2003-02-07T00:00:00+00:00
- Author: Howard Lake

Consumers are more likely to open [marketing emails from charities](https://fundraising.co.uk/2016/12/12/charity-marketing-strategy-lottery-raffle/)
than from insurance or leisure and entertainment companies, according to new research
from online marketing group IPT.

The travel sector achieved the highest open rates of 43.9%, with charities reaching
28.9%. Financial services came in third place at 27.5%, followed by leisure and 
entertainment with 25.2% and insurance at 24.1%.

However, the charity sector had the lowest clickthrough rate. At just 3.1% the charity
sector lagged considerably behind the 15.6% achieved by the leisure and entertainment
sector, 15.4% of the insurance sector, 12% of the travel sector, and 4.9% of the
financial sector.

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The study was carried out in the final quarter of 2002 and was commissioned by IPT
subsidiaries Emailbureau and IMRS.

 * **[Guide to direct mail](https://fundraising.co.uk/2003/03/05/guide-direct-mail/)**(
   5 March 2003)
 * **[Shelter runs online questionnaire](https://fundraising.co.uk/2003/03/11/shelter-runs-online-questionnaire/)**(
   11 March 2003)
 * **[Oxfam in Gift Aid telemarketing campaign](https://fundraising.co.uk/2003/04/03/oxfam-gift-aid-telemarketing-campaign/)**(
   3 April 2003)

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