Consumers View Email Across a Broad Variety of Platforms and Devices, New Report Shows

PRLog (Press Release) - Oct 06, 2009 -
Pivotal Veracity, the industry leader in cross-platform email deliverability and optimization solutions, today released a new report featuring results from the first email marketing campaigns tracked using its patent-pending MailboxIQ technology. Pilot senders found a large numbers of recipients accessing email from mobile and software-based email clients, not just web-based ones.

“Nothing less than a revolution is occurring in how consumers digitally interact with brands,” said Deirdre Baird, Founder & CEO, Pivotal Veracity. “In today’s multi-platform, ‘web 3.0’ environment, marketers must understand when, where, and on which devices recipients are accessing their email in order to maximize user engagement and campaign response.”

MailboxIQ Is the first and only technology to supply mailers with customer-level insight into email deliverability and platform preferences across mobile, social, search and traditional web and software-based email clients. Email senders are able to dramatically improve the relevancy and ROI of their campaigns through this unprecedented, multi-channel intelligence into where, how and on which devices customers are engaging with their communications.

Key findings highlighted in the report include:

·       Nearly 10% of consumers opened email on mobile devices. With a growing number of consumers accessing email messages on the “small screen,” optimizing campaigns for handhelds is increasingly important.

·       First insight into personal folder usage. MailboxIQ makes it possible—for the first time ever—to identify the percentage of email that is being directed to recipients’ personal and trash folders, not just the inbox and spam/bulk folders. 1.7% of business-to-business pilot senders’ email was opened in personal folders, compared to 0.9% for business-to-consumer senders.

·       Widespread usage of software-based email clients. While business-to-business mailers predictably saw an overwhelming number of recipients open mail using a software-based email client like Outlook 2003 or XP (88%), business-to-consumer senders also saw a large number of consumers accessing their email from these platforms—43%, nearly as many as the 47% who access their email via webmail clients.

“Webmail addresses may be ported to email reading software tools,” said Baird. “Even though it may say ‘gmail.com’ or ‘yahoo.com’ after the @ sign, consumers can and are opening these emails using software-based Outlook, Apple Mail, or other installed clients.”

The data in the report highlights results across MailboxIQ pilot sender campaigns deployed in Q2 2009 to nearly half a billion recipient inboxes. Pilot senders represented blue chip brand, “best-in-class” enterprises with more technologically advanced user-bases. The data reflects benchmark averages only across these pilot senders, and Pivotal Veracity expects numbers will vary across other mailers dependent upon their own customer mixes.

To access the full report, please visit http://www.pivotalveracity.com/email-marketing-resources/....