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 The 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


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