E-mail service providers boast of improved e-mail delivery rates for marketers, though some say the metric is too often fudged to make campaigns appear more successful.

Top e-mail service providers Digital Impact and Bigfoot Interactive said separately that their delivery rates were strong in the second quarter. Digital Impact said yesterday that its overall delivery rate for the second quarter was 93.6 percent, up from 91.8 percent in the first quarter. Last week, Bigfoot said its success rate was 92 percent for all campaigns in the second quarter.

However, there is a debate over how e-mail service providers determine their delivery rate, a key metric to marketers concerned that their e-mail is not getting through to customers.

Comparing 'Apples and Oranges' in Evaluating E-Mail Delivery Rates Posted by: DTB at 8:26 AM  |  Permalink