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Italy: customer reaction to direct e-mail marketing 2018, by type of company

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

by Daniela Coppola, last edited Aug 14, 2019
Italy: customer reaction to direct e-mail marketing 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 an opening rate of 18.6 percent, while the same value for e-mails not presenting this feature was 15.2 percent. A similar gap was reported for the click-through-rate, as well.

 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 2018 indicated that associations (33 percent) or wholesalers (21 percent) performed better click-to-open rates than, for instance, companies operating in the gaming sector (five percent). A similar ranking for the business-to-business sector showed slightly lower click-to-open rates instead. In fact, the B2B automotive industry was the most successful branch with a click-to-open-rate of only 14 percent.
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KPIs of customer reaction to direct e-mail marketing from companies in Italy in 2018, by type of company

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