Overall e-mail delivery rates remain high across all major vertical markets, according to Bigfoot Interactive's quarterly benchmark analysis, which will be released today. The analysis looks at e-mail campaigns launched and delivered in the first quarter.
The highest-performing categories included newsletters from media (97.6 percent) and service messaging from financial services companies (96.8 percent). One leading cause of nondeliverable messages remains invalid addresses or hard bounces across client lists, according to Bigfoot, New York.
Findings from the analysis were aggregated from Bigfoot's automated e-mail technology platform, DREAM, and were based on all retention-based mailings from Jan. 1 through March 31.
Among the findings:
· Media: Editorial newsletters brought the highest delivery rates of 97.6 percent and click-through rates averaging 11.6 percent.
· Financial services: Service messaging represented the second-highest delivery rate (96.8 percent) and had an average click-through rate of 22.8 percent, up 3.1 percent versus the previous year.
· Retail: For the third consecutive quarter, retail and catalog marketers saw overall delivery rates of just over 94 percent.