Digital Impact today reported that it continued to achieve record deliverability results during the second quarter of 2004.
Overall email delivery rose to 93.6 percent, up from 91.8 percent in the first quarter. Delivery was even higher at the top Internet Service Providers, hitting 96.2 percent for the entire quarter, and 97.4 percent for the month of June. These dramatic delivery improvements were driven in part by further decreases in blocking rates which dropped from a low 1.4 percent last quarter to just 0.7 percent across all domains during the second quarter.
“Digital Impact’s ability to achieve record deliverability rates means that our clients generate maximum customer satisfaction and return from their email programs,” said Kevin Johnson, Digital Impact’s senior vice president of products and marketing. “Because of our sustained efforts to improve deliverability, very little email is blocked, lost or ‘bounced’; and nearly all client email reaches the target mailbox as expected by both senders and receivers. As a result our clients are able to leverage email to protect and increase the value of their customer relationships.”
“Because the cost of blocked e-mails (i.e., sent but not delivered) is expected to balloon from $230 million in 2003 to $419 million in 2008, marketers should prioritize delivery tools and services in their vendor selection process,” said David Daniels, Research Director with JupiterResearch. “However, because metric manipulation is so widespread, a comprehensive comparison of aggregate Email Service Provider (ESP) campaign metrics is difficult to ascertain. Fully 61 percent of ESPs remove hard bounces from their delivery rate calculation, thus lowering the gross denominator and inflating their published delivery rates.”
JupiterResearch addresses this issue in detail in a recently released report entitled “Email Marketing Buyers Guide” and has highlighted Digital Impact as one of the few email service providers with “transparent reporting” of the delivery metric.
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