A new forecast from Forrester Research credits greater online spending by Canadians, lower shipping costs and more selection for the spending increase.
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.
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.