While open and click-through rates of marketing e-mails showed modest declines, conversion rates and orders increased in 2004, suggesting a growing comfort with Web commerce as well as a refined ability on the part of marketers to send pitches at appropriate intervals. This is according to data compiled by DoubleClick, whose DartMail service sends upwards of 2 billion e-mails a year on behalf of clients.
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Originally Posted by Clickz Average delivery rate (measuring e-mails sent minus number of bounces) improved 1.2 percent to 89.3 percent in Q3, compared to the same period last year. Average click-to-purchase rate, meanwhile, increased to 4.2 percent, a 25.5 percent lift over 2003. While those numbers improved, open- and click-through rates showed a mild decline.
The average open-rate fell 7.5 percent to 34.3 percent, compared to the same time period in 2004. The average click-through rate was 8.2 percent, a 10.9 percent decrease from 2003.
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12-21-2004, 09:45 PM
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