Wednesday, March 16, 2005
MediaPost Publications Home of MediaDailyNews, MEDIA and OMMA Magazines:
"DoubleClick Report: E-Mail Conversions Increase 14 Percent
by Gavin O'Malley, Wednesday, Mar 16, 2005 7:00 AM EST
ORDERS-PER-E-MAIL-DELIVERED RATES REACHED AN ALL-TIME high of 0.35 percent in the fourth quarter of 2004--up from the previous high of 0.3 percent in the second quarter of 2003, DoubleClick reported this week. In addition, click-to-purchase conversion rates in e-mail marketing campaigns increased 14 percent year-over-year in the fourth quarter of 2004--from 4.2 to 4.8 percent. As e-mail volume rose, however, the average revenue per e-mail remained at 26 cents, which resulted in an 11 percent year-over-year decline in average order size to $89, DoubleClick found. 'E-mail delivery has remained a major focus for marketers in recent years due to the backlash to the spam onslaught,' read DoubleClick's fourth-quarter 2004 E-mail Trend Report. 'However, many marketers have realized that by focusing on delivery as a primary goal, they risk losing sight of the true goal of building relationships with their customers and increasing email productivity.'
Bounce-back rates declined to an all-time low of 9.4 percent in the fourth quarter, while open rates declined to 32.6 percent and click rates declined to 8 percent.
DoubleClick bases its report on aggregate data, including billions of permission-based e-mails, from hundreds of clients of its DARTmail e-mail delivery system. "
"DoubleClick Report: E-Mail Conversions Increase 14 Percent
by Gavin O'Malley, Wednesday, Mar 16, 2005 7:00 AM EST
ORDERS-PER-E-MAIL-DELIVERED RATES REACHED AN ALL-TIME high of 0.35 percent in the fourth quarter of 2004--up from the previous high of 0.3 percent in the second quarter of 2003, DoubleClick reported this week. In addition, click-to-purchase conversion rates in e-mail marketing campaigns increased 14 percent year-over-year in the fourth quarter of 2004--from 4.2 to 4.8 percent. As e-mail volume rose, however, the average revenue per e-mail remained at 26 cents, which resulted in an 11 percent year-over-year decline in average order size to $89, DoubleClick found. 'E-mail delivery has remained a major focus for marketers in recent years due to the backlash to the spam onslaught,' read DoubleClick's fourth-quarter 2004 E-mail Trend Report. 'However, many marketers have realized that by focusing on delivery as a primary goal, they risk losing sight of the true goal of building relationships with their customers and increasing email productivity.'
Bounce-back rates declined to an all-time low of 9.4 percent in the fourth quarter, while open rates declined to 32.6 percent and click rates declined to 8 percent.
DoubleClick bases its report on aggregate data, including billions of permission-based e-mails, from hundreds of clients of its DARTmail e-mail delivery system. "
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