Study: E-mail deliverability improves dramatically with segmentation

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Ottawa—E-mail marketers that pay careful attention to customer behavior and segmentation achieve an average e-mail delivery rate of 90.2%, well above the 82.3% average, according to a new study by analyst firm Aberdeen Group.

The report, “Demystifying E-mail Deliverability,” found that 67% of e-mail marketers surveyed consider e-mail deliverability to be one of their top marketing goals. The study noted that “best-in-class” e-mail marketers are 30% more likely to tie e-mail deliverability to customer retention than “laggards,” who focus more on revenue generation.

“ ‘Best-in-class’ build lasting relationships with opt-in recipients of e-mail marketing campaigns ... [encouraging them] to focus on maintaining quality e-mail lists containing recipients who want to communicate via e-mail marketing,” according to the study. Better sales performance is a result, Aberdeen concluded.

The survey was conducted in November 2008 and January 2009, and received 519 responses. It was conducted online and supplemented by selective phone interviews.

—Christopher Hosford

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