Industry News
Posted on 19/12/2007
Email marketing deliverability drops in Q2
Delivery rates for email marketing have dropped again in the second quarter of the year, according to the latest figures from the Direct Marketing Association (DMA).
Statistics indicate that delivery rates fell to 68 per cent for acquisition emails and 80 per cent for retention emails in the period, continuing the drops that were seen in the first quarter.
The report suggests that reputation as the most important factor in deliverability, while list hygiene, content and authentication is also a significant aspect.
Tracking delivery rates was low in some cases, with 22 per cent of ESPs failing to monitor soft and hard bounces, the report found.
Skip Fidura, deputy chair of the DMA's Email Marketing Council, said: "The first step in any marketing campaign is getting the message to the consumer.
"Regardless of how good the copy and creative are and how compelling the offer is, a campaign will fail if your target audience never sees the message."
© Adfero Ltd
Posted on 19/12/2007
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