Book, Music and Movie Merchants Top Email Deliverability List
Merchants that primarily sell movies, books and music top the list of retailer email deliverability leaders, with a 95 percent inbox rate — 18 percent higher than the combined average of all other industry sectors tracked this past summer.
These were findings from Pivotal Veracity's Summer 2009 Retail Email Deliverability Benchmarks report. Pivotal Veracity is a Phoenix-based cross-platform email deliverability and optimization solutions provider.
For the report, Pivotal Veracity used its eDelivery Tracker solution, which maintains email addresses at leading internet and email service providers with default spam-filtering settings left intact. eDelivery Tracker customers send campaigns to these “seed accounts," and the system is set up to automatically log in 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 to Sept. 1, gathered from thousands of unique campaigns.
Food and beverage marketers as well as sports-focused vendors ranked 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.