The study indicates that:
Retail continues to enjoy one of the highest delivery rates, says the report, with over 98% in 2010. Automotive has the lowest delivery rate at 90% in 2010, affected primarily by list quality. Since consumers are usually in market for a new vehicle after a number of years, automotive manufacturers and dealers are often sending to email addresses acquired one to three years ago, many of which have changed, observes the report.
Insurance open rates dropped from 68% to 25% in 2010. The report indicates that this is because initial email programs from insurance companies tended to be customer-service oriented to current clients regarding their current policies. Now insurance companies are branching out to more promotional messaging with cross-sell and up-sell offers. While this drop in open rate appears dramatic, in reality, the current open rate of 25% is considered very good. This industry sector also continues to see great click rates with nearly 8% in 2010, says the report.
In general, there was an improvement in bounce and unsubscribe rates from 2009 to 2010 as marketers improved the quality of their mailing lists. Marketers recognize the significant return on investment offered by the email marketing channel and are willing to invest the time and resources required to maintain a clean mailing list. Spam continues to be an issue for ISPs as they continue to raise the bar on acceptable list quality and delivery.
The report notes, looking at nine industry sectors:
Concluding, the report says that this fall in Retail email response metrics is likely due to a number of factors, including:
And, says the report, for all marketers, regardless of industry sector, recipient response metrics are more important than ever. Engagement levels (usually thought of as a combination of open and click rates) have always been indicative of the success or failure of a program. Now engagement levels are becoming an important component in the delivery rate. ISPs are beginning to watch what their customers are doing, or not doing, with their email. Hotmail and Gmail are both using engagement metrics today to determine where to ultimately place the message.
For more information, including access to the PDF file, please visit here.