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Study: Financial services, tech/telecom sectors best in e-mail engagement

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Phoenix—Companies in the financial services and technology/telecommunications sectors are the most successful in engaging customers with their e-mail marketing programs, according to a new study by e-mail delivery company Pivotal Veracity.

According to Pivotal's “E-mail Engagement Index Q1–Q3, 2009,” financial services marketers recorded an average index score of 77, while technology/telecom companies logged 65. Travel and hospitality marketers fared the worst in e-mail engagement, returning an index score of 34. (In the index, 100 represents a perfect score)

The study also found that during the first nine months of the year, the average time between when an e-mail is sent and when it is first seen by the recipient grew from 23.2 hours to 25.9 hours, a trend that could impact the timing and relevance of e-mail marketing campaigns, the company said.

Pivotal analyzed the frequency and deliverability of communications to more than 50,000 e-mail subscribers. It also measured e-mails' appeal as measured by quickness to open, read rate, and time elapsed between when messages are sent and actually read.

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