Email Panel Now Shows Unique User Reach of Major Email Marketers and Trends in Ecommerce Activity of Major Internet Retailers.

New York, NY – May 24, 2010 — Email Data Source , the leading provider of competitive intelligence for email and social media, announced today that it has doubled the size of its active inbox email panel to more than 600,000 members. The EDS email panel is the first time a Comscore or Nielsen style panel has been put together to measure email reach and inbox placement.

Email Data Source also announced new analytics capabilities which allow the company to track and report on the unique user reach of major email marketers by day, week and month.

 

This is information that the major ratings agencies should be providing their clients but don’t because they lack the capability

“We are excited to bring this new data to the marketplace. This is information that the major ratings agencies should be providing their clients but don’t because they lack the capability,” said Bill McCloskey, Founder and Chairman of Email Data Source.

An example of the unprecedented insights gained through the EDS panel: Email Data Source reports that for the four day period ended May 7, United Airlines reached an estimated 11.2 million unique users through email. This compares with an email reach of the recently acquired Continental airlines of 7.0 million for the same four day period.

Email Data Source can now also provide data showing trends in ecommerce activity using data collected from its panel. As an example, Email Data Source tracks the number of recipients from the email address auto-confirm@amazon.com and the number of recipients from the email address customerservice@zappos.com with the subject line: Your Order Confirmation. By tallying the number of receipts delivered each day to Email Data Source panelists, the company can identify trends in ecommerce activity.

“Virtually every online sale is confirmed by an email. By tracking the number of email purchase confirmations received by our panelists, we have a great indicator of the number of people purchasing products from major online ecommerce players each day”, said Carter Nicholas, CEO of Email Data Source.

Following the Amazon example, Email Data Source reports that whereas Amazon reached an estimated 14 million unique users through all its email marketing efforts on May 7, the estimated number of people who received an email from auto-confirm@amazon.com (confirming a purchase) on May 7 was 562,000. This compares to an estimated 731,000 purchasers on May 4, 592,000 on May 5, and 627,000 on May 6.

Email Data Source is now the only company able to report on the actual, real world reach of each email marketers and the true inbox placement of each campaign. This gives marketers, for the first time, precise data to benchmark their performance and list size directly against their competitors’ email marketing programs.

 

Comments are closed.