E-mail campaigns are being delivered with greater efficiency, and a greater percentage of recipients are opening them, according to a study from Bigfoot Interactive.
A combination of address hygiene and regularly scheduled newsletters incorporated into the statistics yielded delivery rates of 93.6%. Deliverability remains a concern for marketers, given that 11% of consumers switched e-mail addresses within the past six months, and another 14% are considering doing so within the next six.
According to the study, campaign effectiveness rates varied based on vertical market. In the automotive sector, unique click-through rates for promotional email campaigns increased to 23.6%, up 19.2% from 19.8% in Q2 2003 driven by model specific automotive clearance promotional offers.
Click-throughs for media editorial campaigns dropped from 15.1% in second quarter 2003 to 10.3% due to slow summer readership. Retail offers, spurred by back-to-school promotions, reached 8.2%, up 87% from the previous quarter. And messages from financial service firms achieved click through rates of 9.5% and delivery rates of 84.7%, constant with the previous quarter.
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