Emails Now Viewed Across Wide Variety Of Platforms, MailboxIQ Report Shows
- Written by Demand Gen Report Team
- Published in DemandGen Reports
Shortly after the launch of MailboxIQ, Pivotal Veracity released a new report featuring results from the first email marketing campaigns tracked using the technology. Pilot senders found a large number of recipients accessing email from mobile and software-based email clients, not just Web-based systems, according to the report.
“Nothing less than a revolution is occurring in how consumers digitally interact with brands,” says 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 supplies mailers with customer-level insight into email deliverability and platform preferences across mobile, social, search and traditional Web and software-based email clients. The analytics it can produce are aimed to help email senders improve the relevancy and ROI of their campaigns through 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 customers accessing email messages on the “small screen,” optimizing campaigns for handhelds is increasingly important.
- First insight into personal folder usage. MailboxIQ can 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 BtoB pilot senders’ email was opened in personal folders.
- Widespread usage of software-based email clients. BtoB mailers predictably saw an overwhelming number of recipients open mail using a software-based email client, such as Outlook 2003 or XP (88%).
“Webmail addresses may be ported to email reading software tools,” Baird says. “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 read the full report, which features first results and analysis of MailboxIQ, click here.