Retail promotional e-mail hits record delivery rate, study says

Promotional e-mail sent by retailers reached a record 95.9% delivery rate in the second quarter, Bigfoot Interactive said in its quarterly benchmark study.

The retail industry’s rate was one and a half percentage points higher than the average for all industries at 94.4%, Bigfoot said.

The average unique click-through rate for retail promotional messages reached 4.1%, reflecting a year-over-year increase of more than 10.5%.

"Marketers are thinking more strategically about their e-mail communications efforts," said Bigfoot CEO Al DiGuido. "The ability to combine strategy with data analytics, marketing automation technologies and enhanced delivery capabilities is increasingly in demand by marketers looking to further differentiate themselves in the marketplace and optimize customer relationships and marketing return on investment."