Contact engagement varies pretty widely based on industries. We wanted to see which industries had the most engaged contacts, and which industries had the least.
First, to calculate “engagement” for this chart, we took ALL contacts, and removed those that could not be reached (bouncebacks and unsubscribes). Those were the “Reachable” contacts. Then, we looked at which of those contacts opened or clicked through an email. This was broken up by those that were active over the last 1 month, last 2 months, last 3 months etc…
We found that the industry with the most engaged contacts was Computer Hardware, with more than 35% of contacts being active within the last 12 months. In our sample, the lowest performing industry was Public Administration, with only 11% of contacts being active over the last 12 months. Averaging across all industries, 4% of contacts were active over the last month, with 24% being active some point in the last 12 months.
Marketers must consider the entire funnel. Activity is an important step on the road to conversions and generating MQL’s. In order to improve the number of active contacts, marketers need to send compelling content, at the right time, to the right audience. It can take additional work to build out additional campaigns. Using nurture campaigns, tied together with lead scoring is a great way to be constantly generating activities within your contacts.