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BizReport : Email Marketing : February 05, 2010
Is delivery killing email?
When it comes to email marketing the truth is that many messages simply don't deliver. According to information from ReturnPath as well as a new study from Implix email is being heavily used by marketers but consumers aren't getting the message.
Whether because of deliverability or consumers' own blindness ReturnPath's Deliverability Benchmark report shows that about 85% of European emails reach the consumer inbox. But more importantly 7% of emails sent in the UK and France were categorized as "missing".
"Why should inbox placement rate matter to you? If you're not getting delivered to the inbox, then your messages aren't getting opened, read and clicked on - necessary actions to drive your conversions and channel revenue. There is a direct correlation between the percentage of messages that make it to the inbox and the revenue and ROI generated from a marketer's email program. In order to get a response, you first have to make it to the inbox," writes Margaret Farmakis, Senior Director, Response Consulting.
Meanwhile, the Implix report shows North America with the smallest total open rates (10.76%), indicating that even the mail arriving in consumer inboxes may not be read. Click throughs in North America landed at 2.67% (nearly two points behind European click throughs) and bounce rates of 2.17% (more than one point over European rates).
"The actual average open with HTML is anywhere from 20% to 35%, but then we are seeing that Europe has the better open rates. We believe this definitely has to do with email fatigue factors in the US compared to European consumers," said Simon Grabowski, CEO of Implix. "Another interesting fact is that we saw personalized subject lines made a big difference; [there was] a 26% higher open rate just from personalized subject lines."
Although just over 10% of European emails are not delivered, the Implix report shows that the email which is delivered has higher open, click through and bounce rates. A good indicator that adding the European marketplace to email campaigns will enhance overall campaign ROI.
"[M]arketers need to look at non-US or non-local area markets. By doing that they can increase click throughs and open rates. Should also look into personalizing subject lines because this study shows that just personalizing a subject line will increase the open rate," said Grabowski.
Click here to download the full Implix study.
Tags: bounce rates, email campaign, email click through, email marketing, email measurement, Implix, ReturnPath
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