Retailers sent 22.8% more e-mail marketing messages in the third quarter of 2013 than they did during the same period last year, according to a new report from Monetate. But the provider of e-commerce personalization, testing and analytics technology says that revenue stemming from those e-mails dropped 17.7% year over year in Q3.
The company’s latest edition of its Ecommerce Quarterly analyzes a random sample of more than 600 million online shopping sessions using the same retailers this quarter as in the third quarter of 2012. Monetate did not say how many retailers it analyzed.
The report found that e-mail accounted for 2.92% of traffic to retailers’ sites in Q3, down from 4.03% in the same period last year. Monetate says the drop stems from Internet service providers weeding out e-mail they deem unwanted by looking at factors like inactive users, bad addresses, spam complaints and sender authentication.