15 Sep 2009 |
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Book, music and movie merchants top the list; nearly 20 percent more deliverable than industry-wide average PHOENIX, Ariz., September 15, 2009—Pivotal Veracity, the industry leader in cross platform email deliverability and optimization solutions, today released summer 2009 retail industry deliverability benchmark results leading into the Shop.org Annual Conference taking place next week at the Mandalay Bay Resort and Casino. Merchants that primarily sell movies, books and music top the list of retailer deliverability, with an outstanding 95 percent inbox rate—18 percent higher than the combined average of all other industry sectors tracked between June 1 and September 1, 2009. "This summer may have been a relatively lackluster one for Hollywood, but it was a Blockbuster season for book, music and home-movie sellers when it came to deliverability," said Deirdre Baird, president and CEO, Pivotal Veracity. "Interestingly enough, these merchants represent some of the highest volume mailers within the retail category, but the cadence of their messages, focus on value and relevancy, and commitment to list hygiene best practices paid off with very strong deliverability and almost zero instances of blocked or missing email." Food and beverage marketers as well as sports-focused vendors fared a distant second, with 87 percent average inbox delivery rates. Apparel and automotive retailers scored at the bottom of the list, with as much as 40 percent of these marketers’ messages blocked or routed to spam folders. "With the holiday season right around the corner, now is the time for retailers to get their deliverability-ducks in order—before they miss out on critical opportunities to engage consumers during the busiest shopping season of the year," added Baird. "Knowing the truth about your deliverability and addressing problems now can mean millions of dollars in incremental sales that otherwise will be lost."
"Mailers must keep in mind that whether their messages are being treated as inbox-worthy or spam is increasingly being determined at the individual-level," advises Baird. "Ensuring deliverability requires understanding what’s going on at the individual-level and maximizing each individual’s engagement with your email. It’s not just your spam complaint rate that’s factoring into the spam filtering equation—today ISPs are looking at whether the user is actively clicking, opening and forwarding your messages." Methodology To provide an accurate picture of email delivery rates across vertical markets and segments, the data in Pivotal Veracity’s Summer 2009 Retail Email Deliverability Benchmarks report leverages Pivotal Veracity’s eDelivery Tracker Solution. The eDelivery Tracker maintains email addresses at hundreds of leading ISPs/email providers around the world, with default spam-filtering settings left intact. eDelivery Tracker customers send campaigns to these "seed accounts", and the system is set up to automatically login to each account to identify whether the message was received, sent to the spam folder or blocked, providing directional insight into senders’ true deliverability. The data used in the report reflects benchmark averages across all Pivotal Veracity clients from June 1 - September 1, 2009, gathered from thousands of unique campaigns. About Pivotal Veracity Pivotal Veracity is the number one ranked independent email delivery auditing and optimization company for large enterprises. The company provides a suite of solutions that empower permission-based enterprises with tools and expertise to improve the credibility, deliverability and effectiveness of their online communications. For more information, visit www.pivotalveracity.com. Media Contact Jordan Cohen
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