Financial Services, Telecommunications Firms Engaging Customers With Email
Financial services and technology and telecommunications firms were the most successful at engaging customers with their email programs during the first three quarters of 2009, with retail and travel and hospitality marketers faring the worst.
These findings were based on the Email Engagement Index (EEI) industry benchmarks report for the first three quarters of 2009 from Pivotal Veracity, a Phoenix-based email deliverability and optimization solutions provider.
Financial services and technology and telecommunications firms averaged EEI scores of 77 and 65, respectively, while retail and travel and hospitality marketers averaged scores of 42 and 34, respectively.
Using a panel of more than 30,000 email subscribers, Pivotal Veracity’s EEI offers a view of customer engagement as evidenced by four indicators. Then, a proprietary algorithm processes these metrics to produce senders’ EEI scores. The indicators include the following:
1. Relevance and response (“read rate"). For the EEI, messages are counted as having actually been read if a recipient either double-clicks the message or views the message for five or more seconds — regardless of whether images are on or off.
2. Right time. The average time elapsed between when a sender deploys a message and when recipients first view it in their inboxes is measured.
3. Importance and appeal. The average time elapsed between when recipients first see the message from the sender and when they actually read it.
4. Frequency and deliverability. The average number of emails per month that customers see from senders in their inboxes.