ClickZ – Boosting Your Conversion Rates
Why do we, as email marketers, care about inbox deliverability? That’s easy – because it can significantly impact your bottom line. Deliverability issues are usually reflected in open and click-through rates (CTRs), which are easy to see, and then in conversions and (if applicable) revenue generated. Fewer emails delivered means fewer opens, fewer clicks, and fewer recipients that have the chance to take action on your email messages.
The recent release of the Q4 2011 Email Trends and Benchmarks report, published by Epsilon and the Email Experience Council, got me thinking. Last month’s 2H 2011 Global E-mail Deliverability Benchmark Report, published by Return Path, showed a significant decrease in inbox deliverability for the first time in years. So are companies seeing a decline in open and click-through rates as a result?
My understanding is the Epsilon data is reporting on North American sends, so I focused on the North America deliverability data from Return Path. The variance between deliverability in Canada and the USA was much more in the second half of 2011 than it was in the first, so in addition to the aggregate figure I pulled in the data for each country (yes, I know that Mexico is also part of North America, but Return Path doesn’t include them in the breakout).
Analyzing data from these two sources, I was surprised by the findings.
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