Standard for Email Open Rates
Are your email marketing messages beating the
industry standard open rates? According to a survey
by online advertising firm DoubleClick, overall
delivery rates of marketing emails increased
slightly to about 87 percent.
Delivery rates (defined as emails sent minus
bounce-back rates) increased from 86.5 percent in
the fourth quarter of 2002 to 87.3 percent during
the fourth quarter of 2003.
Open rates rose even more slightly, from 36.4
percent to 36.8 percent. Clickthrough rates
increased from 8.0 percent to 8.4 percent. Among
individual marketing categories, travel-related
email marketers saw their clickthrough rates
increase from 5.8 percent to 7.6 percent; business
products and services clickthroughs jumped from 6.9
percent to 8.9 percent.
Among the retailers and catalogers surveyed, every
1,000 emails they sent during the fourth quarter of
2003 resulted in a mean 3.2 purchases. Put another
way, 0.32 percent of emails generated a purchase.
The revenue per email delivered averaged 26 cents
--From Catalog Age Weekly