E-Commerce Firms Have Low Open Rates, New Industry Report Finds

Share this article:
Online retailers get some bad news, especially amid the holiday shopping season: They have the lowest e-mail open rate in the industry at 17.2 percent, while healthcare and manufacturing companies boast the highest rates, according to a report released today.


After tracking 20 million e-mails sent in the quarter ending Nov. 20, e-mail marketing firm Bronto Software, Durham, NC, found that open rates were low for the e-commerce sector because business-to-consumer relationships typically involve transactions only.


"There is no ongoing relationship post-sale, versus a lot of BTB relationships that are ongoing relationships," said Chaz Felix, vice president at Bronto.


In Bronto's first quarterly Industry Statistics report, it found that healthcare and insurance e-mails garnered a 36.1 percent open rate and that manufacturing and distribution companies drew a 36.7 percent open rate.


The healthcare industry is effective at personalizing messages, providing content relevant to each user, Felix said. Also, healthcare e-mails often allow two-way communication, such as conducting a health survey, then giving e-mail subscribers results of the survey the next week.


Along with the Industry Statistics report, Bronto is starting an e-mail statistics site at bronto.com/stats to provide weekly updates on e-mail delivery, open and click-through rates.


"Instead of once a year or even once a quarter, people can see more frequently, 'How do I stack up versus my industry peers?' " Felix said.


This type of reporting typically is available only to certain e-mail marketing firms' clients. Because e-mail marketers need timely information, Bronto plans to up the weekly e-mail statistics to daily or real time in the future.


Meanwhile, Bronto's quarterly Industry Statistics report found that the average e-mail delivery rate across industries was 95.5 percent, and the average click-through rate was 5 percent.


E-commerce and publishing/media companies had the highest delivery rates at 97.8 percent and 97.1 percent, respectively. Publishers typically provide a link for every article in their e-newsletters, the report said. Publishers and media firms also place the most important content at the top of their e-mails.


Technology firms suffered the lowest delivery rates of 89.4 percent and lowest click-through rates of 2.7 percent.


"We speculated that the technology industry is on the cutting edge of using technologies," Felix said. "Corporate e-mail filters can be difficult to get through, using those."


To improve delivery rates, Felix said marketers should encourage subscribers to add the sender's e-mail address to their address books and cleanse their lists regularly, among other best practices.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.

Top 20 Percent Is Twice as Good at Converting as the Rest

Top 20 Percent Is Twice as Good at ...

There are five reasons elite marketers trounce the competition: testing, targeting, spending, mobilizing, and democratizing.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.