Posted by Frank
Companies using e-mail marketing should track delivery, open and click-through rates and revenue per email. A new report just out from DoubleClick shows some email marketing metrics hit all time highs while others declined.
Revenue Per Email $.26
Delivery rates are on the increase while open rates have declined. Click-through rates have been generally held steady. At the end of 2004, delivery rates stood at 90.6%, up from 87.3% at the end of 2003. Open rates were down from 36.8% in 2003 to 32.6% in 2004. Click-through rates declined slightly, falling from 8.4% at the end of 2003 to 8.0% at year-end 2004.
DoubleClick feels that the reason for the decline in open rates is less about a change in the number of clicks than the effect of image blocking technology used by many e-mail programs. Since DoubleClick measures open rates by tracking image calls in HTML-formatted e-mails, image blocking obviously affects this metric. Before image blocking, many e-mails may have registered as “opened” when they had merely shown up in an e-mail preview window as a user scrolled through e-mails or clicked on them before deleting. The relative stability of click and conversion rates supports this view.
Bounce rates fell to 9.4%, the lowest rate since DoubleClick began tracking the metric, indicating that companies have been increasingly successful in screening out bad e-mails and effectively collecting e-mail addresses.
Although order sizes were lower, revenues per e-mail held steady at 26 cents.
With email prospect lists running at $.35 or so per name you can see why email marketing is generally reserved for a company’s house list.
You can download the summary report
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