April 13, 2005, 12:00 AM

Retailer e-mail deliverability hovers near the all-time high

Retail and catalog marketers saw an overall delivery rate of 94% in the fourth quarter, according to the quarterly vertical benchmark analysis for e-mail communications released by e-mail services provider Bigfoot Interactive.

Kurt Peters

Executive Editor

 

Retail and catalog marketers saw an overall delivery rate of 94% in the fourth quarter, according to the quarterly vertical benchmark analysis for e-mail communications released by e-mail services provider Bigfoot Interactive Inc. That compares to 94.6% in 2004’s third quarter. Overall deliverability is defined as total e-mails minus all failures.

Total promotional messaging from retailers increased approximately 50% while the average unique click-through rate increased 26% to 4.8% from 3.8% in the third quarter, the company says. Unique clicks to commerce sites and individual products were valued at more than $375 million for the quarter.

Bigfoot attributed the increase to automation of well-crafted, well-timed promotional messaging that upped click-through rates. “E-mail promotions helped contribute to a 23% spike in online sales this holiday, reaching a record $21.6 billion, according to the Census Bureau of the U.S. Commerce Department,” the company says.

Delivery rates for other sectors also were high. The media sector saw a 94% overall delivery rate, and financial services saw a 96% rate.

Findings for the report were based on all retention-based mailings from Oct. 1 through Dec. 31, 2004.

 

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