Good News, Bad News for E-mail Productivity

According to DoubleClick’s Q3 2004 E-mail Trend Report, the click-to-purchase conversion rate for e-mails to retail and catalog customers grew nearly 24% during the past year, to 4.2% for the third quarter of 2003. The number of orders received per e-mail delivered increased as well, from 0.24% in the third quarter of 2003 to 0.28%.

But the average open rate fell year over year from 37.1% to 34.3%. The average clickthrough rate dropped as well, from 9.2% to 8.2%. Revenue per e-mail delivered fell 19%, to $0.21. And the median order size dropped 7% year over year, to $94.

“As the e-mail medium matures,” read a DoubleClick statement, “recipients seem less likely to always click on a promotional email, but when they do click, they are demonstrating that they are more likely to be ‘in market’ for products and services and have a higher propensity to convert.”

Among other stats from the survey, the average delivery rate (e-mails sent minus bounce-backs) was 89.3%, up slightly from 88.2% for the third quarter of last year.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.