DoubleClick Sees First Quarter Decline in Key E-Mail Metrics
Several important measures of e-mail success fell year-over-year, but a greater percentage of e-mails were successfully delivered.
Several important measures of e-mail success fell year-over-year, but a greater percentage of e-mails were successfully delivered.
E-mail open rates, click-through rates, order size and revenue per email delivered declined slightly in the first quarter of 2004, according to DoubleClick’s first E-Mail Trend Report since the enactment of the CAN-SPAM Act.
Open rates averaged 38.2 percent, a decline from 2003’s first-quarter rate of 39.2. Click-through rates fell to 8.4 percent, from 8.9 percent in Q1 2003. Revenue per email delivered dropped from $0.28 in the first quarter of 2003 to $0.23. And order size declined to $92, as compared to $105 in 2003’s first quarter.
The report also showed a slight improvement in deliverability, measured as the number of emails sent minus hard and soft bounce-backs. Overall delivery rates increased to 88.8 percent, an increase of 1.4 percent from the same period in 2003.
DoubleClick said its Business Publisher segment bucked the trend, seeing increases both in open rates and click-through rates when compared to last year’s first quarter. Open rates increased from 38.1 percent to 39.2 percent and click-through rates went from 6.6 percent to 7.3 percent. The group saw a 91.6 percent delivery rate in the quarter.
The Consumer Products and Services sector saw the greatest decline in click-through rates, though it still enjoyed a higher than average rate. Click-throughs in the category declined from 14 percent to 9.5 percent. DoubleClick didn’t release open rates for Consumer Products and Services.
DoubleClick’s E-Mail Trend Report is compiled from aggregate data from the company’s DARTmail email technology. It’s based on billions of permission-based emails from hundreds of clients.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article