E-mail Marketing: Message Content Not The Only Hold-up For Marketers

From Jan.1 to March 31 of this year, the study monitored the full delivery trajectories of 440,694 production-level, permission-based e-mail marketing messages sent from 69 different businesses and nonprofit organizations to multiple accounts at 54 ISP domains. Messages were chosen to represent a cross-section of typical e-mail marketing and newsletter activities. The messages included publishing, B-to-B, retail, travel, finance and others. In all cases, the recipients had made an explicit “opt-in” request to receive the messages at the specified e-mail addresses. The results were surprising to many.