eDM campaign analysis
The aim of the campaign was to examine the extent to which different economic segments show interest in a topic presenting development, business development and a strategic mindset.
Emails sent
7408
Full campaign list
Open rate
38.7%
2867 opens
Click rate
2.86%
212 clicks
Click to open rate
7.39%
Activity relative to openers
Segment breakdown of openers and clickers
According to the open data, most openers came from unclassifiable addresses. This is natural for a large, mixed email list where many addresses carry no clear industry identifier. The click data, however, shows far more precisely which segments the campaign topic genuinely engaged.
Breakdown of openers
Unclassifiable 76%
Industrial, manufacturing 17%
Construction 4%
Agriculture 3%
Breakdown of clickers
Industrial 65%
Agriculture 12%
Construction 12%
Unclassifiable 11%
The agricultural segment showed outstanding interest
Agricultural addresses accounted for only 3% of openers but 12% of clickers. This means the agricultural segment was represented four times more strongly in click activity than in the opener base.
Activity by segment
The click rate relative to the opened segment lists is a particularly important metric, as it shows how many people in a given segment went on to the website after opening.
Segment
Number of openers
Number of clickers
Click activity within the segment
Interpretation
Industrial, manufacturing
466
140
30.0%
Strong and stable interest
Agriculture
78
27
34.6%
Outstanding segment activity
Construction
109
24.8%
Clearly measurable interest
Unclassifiable
2037
23
1.1%
Low targeted activity
Activity by segment is calculated as: number of clickers / number of openers.
What does the data show about agriculture?
The agricultural segment was not the largest group of openers, yet it produced one of the strongest levels of click activity. The 78 agricultural openers generated 27 clicks, representing 34.6% activity within the segment.
This suggests that, in this segment, the topic did not merely spark general interest but a concrete intention to click through. For agricultural businesses, the topics of development direction, strategic thinking and a shift in corporate mindset are measurably relevant.
Click activity relative to openers
Agriculture 34.6%
Industrial, manufacturing 30.0%
Construction 24.8%
Unclassifiable 1.1%
Conclusion
Based on the campaign results, agriculture did not appear as a passive target group for the “Direction of Development” topic, but as a distinctly active, interested segment.
Although agricultural addresses made up only 3% of openers, they represented 12% of clickers. This is a significant shift in proportion, showing that one of the defining segments of the Hungarian economy responds keenly to topics of development, strategy and company building.
The data indicates that, for agricultural businesses, development, a change of mindset and deliberate corporate management are not theoretical topics, but issues that generate real interest and an intention to move forward.