Retailer e-mail delivery near all-time high in Q1, Bigfoot says
Retailers’ e-mail delivery rates ranged between 94% and 95% in the first quarter, the third consecutive quarter in that range, according to the quarterly vertical benchmark analysis for e-mail communications released by Bigfoot Interactive, an e-mail service provider. Deliverability is defined as total e-mails attempted minus all failures.
Bigfoot attributes the high deliverability rates to automated, well-crafted messaging that spurred overall click-through rates comparable to the fourth quarter (4.5%). The highest performing categories were media editorial efforts (97.6%) and service messaging from financial services companies (96.8%), according to Bigfoot.
Consumers’ rapid adoption of broadband Internet access appears to be driving e-mail address changes that are causing the majority of invalid addresses and bounce backs, according to Bigfoot.
A recent Bigfoot Interactive/Roper ASW study found that more than 13% of all recipients with at least one e-mail address indicated they have switched ISPs or mailbox providers in the past six months, and 9% said they are considering switching in the next 6 months.
Back...
