Friday, December 18, 2009
Thursday, December 3, 2009
E-mail Deliverability Suffered on Cyber Monday - ClickZ
By Christopher Heine, ClickZ, Dec 3, 2009
Almost one-quarter of e-mail messages sent on Cyber Monday didn't reach the inbox, according to new data from deliverability services firm Pivotal Veracity. The waves of messages being sent out on one of the busiest e-commerce days of the year resulted in only 76.2 percent of campaigns being successfully delivered. Depending on whose data one looks at, marketers these days generally report deliverability percentages in the 80s and sometimes as high as the mid-90s.
Len Shneyder, a director for Pivotal Veracity, placed blame on an unmanageable glut of messages going out almost simultaneously. He added that the most popular send time was between noon and 1 p.m. Central Daylight Time for Cyber Monday, as well as Thanksgiving weekend as a whole.
"It's not so much a matter of what marketers did wrong individually, but what they did wrong collectively," he explained. "They all sent at what appears to be the same exact time... When volumes go up, [Internet service providers] are forced to take more draconian actions to control the volume of e-mail they are trying to process."
When it came to the four major e-mail services -- AOL, Yahoo, Gmail, and Hotmail -- Schneyder said Hotmail was 7 percent worse than the others on Thanksgiving Day. The report, he said, was based on "thousands of campaigns sent to tens of millions of recipients" between Nov. 23 and Nov. 30. About one-third of the campaigns hailed from retailers, he explained, while the data overall reflects benchmark averages across all the Phoenix, Ariz.-based company's clients.
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