The rate of e-mail that was successfully sent either remained stable or improved during the fourth quarter of 2003, with media and financial service messages delivered 92% and 90% of the time, respectively, according to a study from Bigfoot Interactive.
Once delivered, editorial messages from automotive firms realized a click-through rate of 20.7%, up from 18.7% in third-quarter 2003. Bigfoot attributed the jump to model-specific “owner news” mailings.
Editorial messages, such as general and political news alerts, boasted a 13.1% click-through rate, up from 10.3% during the previous quarter.
Messages from consumer packaged goods companies yielded 12.4% click-through rates for the quarter, largely due to the holiday shopping season, while retail marketers sending out promotion messages generated rates of 8.6%.
Financial services, which saw higher delivery rates as a result of taking advantage of hygiene and opt-out technologies, generated unique click-through rates of 10.2%.
“Long gone are the days of blasting email with irrelevant messages to everyone in your database,” said Al DiGuido, CEO of Bigfoot Interactive, in a statement.
DeGuido added that the results “validate the power of permission-based, contextually relevant email and the increasingly important role it plays in driving commerce, customer service and the overall relationship between marketers and their customers.”
New York-based Bigfoot Interactive provides e-mail communication services and marketing automation technologies.
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