User reaction to direct e-mail marketing in Italy 2018, by type of company

Campaigns of direct e-mail marketing (DEM) proved to be more successful in the business-to-consumer sector than in B2C and B2B sectors put together. Insights provided by MailUp described performance of e-mail advertisement sent to targeted recipients in the Italian market. According to data from 2018, indicators like the click-through rate and the click-to-open rate were higher when e-mails were sent by B2C companies, rather than B2C and B2B companies.

Direct e-mail marketing among retailers 

  Actions of direct e-mail marketing appeared to be more effective when addressed to private customers, though with differences for online retailers. Direct e-mails leading to actions on e-commerce sites reported a click-to-open rate of 13.7 percent, while the same value for e-mails not presenting this feature was 10.3 percent.

 Direct e-mail marketing by industry

In Italy, the outcome of DEM campaigns in the business-to-customer sector depended on the industry’s segment, too. Data from 2019 indicated that associations (30 percent) or wholesalers (13.8 percent) performed better click-to-open rates than, for instance, companies operating in the gaming sector (less than five percent). A similar ranking for the business-to-business sector showed slightly lower click-to-open rates instead. In fact, the B2B building sector was the most successful branch with a click-to-open-rate of 13.6 percent.

KPIs of customer reaction to direct e-mail marketing from companies in Italy in 2018, by type of company

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Supplementary notes

Data is based on e-mails sent through MailUp platform.

Receiving rate is the share of e-mails delivered without bounces or errors.
Click-to-open rate is the number of users that actually clicked on the mail out of the number who opened it.
Click-through rate is the share of e-mails where users clicked on all links.
Unique open rate is the share of e-mails read by unique users.

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