Travel agencies and services also have a much higher CTR than the retail and e-commerce vertical. Loren McDonald, vice president of industry relations at Silverpop, thinks the strong performance of the travel industry can be ascribed to three factors: curiosity, exploration and obsession. "When people are curious and want to explore more, they are more likely to open and further click through received emails," McDonald explains. "Travel is about discovery. When you sign up for an email from either a resort or a cruise line, you are showing your interest. And many travel emails like those I got from Delta offer discounted deals that encourage you to travel more." He continues that the retail and e-commerce vertical missed the mark because they still rely on traditional batch-and-blast methods, which lack the personalization that today's consumers demand. Get the full story at ClickZ