StatsAd Industry MetricsCatalogers Excel in E-mail

Catalogers Excel in E-mail

Catalogers' click-through and pass-along rates are almost twice those of the online direct marketing from B2B and other industries.

Consumers are responding best to emails from catalogers and retailers, according to findings from DoubleClick.

The New York-based company said a study of email campaigns that it has distributed for clients suggests that marketers in the catalog and retail industries typically see greater numbers of click-throughs and emails being forwarded to others.

According to DoubleClick, catalogers’ emails see average click-throughs of 9.5 percent, while retail marketers’ email comes in at slightly less, at 9.1 percent. Retail leads in the percentage of emails forwarded, at 0.6 percent, while 0.4 percent of emails from catalog marketers were passed along.

Response rates were markedly lower for other segments. Entertainment and financial services marketers produced click-throughs of 6.2 and 6 percent, respectively, and 0.3 percent and 0.4 percent pass-along rates. B2B campaigns and hospitality services posted click-throughs of 4.6 percent and 4.4 percent, and about 0.2 percent of recipients forwarded campaigns.

The data would seem to suggest that retailers and catalog marketers are doing the best job in using email to deliver messages relevant to recipients, and to their colleagues or friends. However, the findings might also point to the benefits of email list enhancement practices like email append, a controversial process used most often by cross-channel retailers and catalog marketers.

“The data indicates that consumers are not only interested in receiving email offers from catalogers and retailers, but also want to share this information with their network of contacts, and we see this important trend increasing,” said Genevieve Mallgrave, vice president and general manager of direct marketing at DoubleClick.

DoubleClick’s analysis of email campaign data also suggested that customers are more likely to respond to marketers’ mailings if they arrive during the middle of the week. On the other hand, publishers’ email newsletters (and embedded advertising) seems to receive the most attention during the weekend.

Between Tuesdays and Thursdays, click-through rates for marketers’ mailings rise above the average, to 6.5 percent. Publishers’ click-through rates hit 9.4 percent during weekends, potentially as a result of the greater amount of leisure time afforded to readers outside of the workweek.

DoubleClick said it intends to release findings from its study of email campaigns quarterly.

Reprinted from Internet Advertising Report

Related Articles

The evolution of display: How is advertisers' use of display advertising changing?

Ad Industry Metrics The evolution of display: How is advertisers' use of display advertising changing?

8m Rebecca Sentance
What can advertising spend tell us about the future of social networks?

Ad Industry Metrics What can advertising spend tell us about the future of social networks?

8m Rebecca Sentance
Breaking down the Facebook auction: How to manage rising CPMs and deliver sales

Actionable Analysis Breaking down the Facebook auction: How to manage rising CPMs and deliver sales

9m Clark Boyd
The Year Ahead: Top Resolutions for Digital Advertisers

Ad Industry Metrics The Year Ahead: Top Resolutions for Digital Advertisers

11m Chad Bronstein
Do ad blockers hold the clue to the future of advertising?

Ad Industry Metrics Do ad blockers hold the clue to the future of advertising?

1y Tim Flagg
Our four favourite findings from the ClickZ Digital Advertising Breakfast

Actionable Analysis Our four favourite findings from the ClickZ Digital Advertising Breakfast

9m Leonie Mercedes
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts
Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

9m Al Roberts