June 3, 2002, 12:00 AM

DoubleClick data reveals that catalogers get the highest click-through rate

A new study from DoubleClick Inc. says catalogers had e-mail click-through rates of 9.5%.

Internet Retailer

DoubleClick Inc.’s E-mail Marketing Trend Report, released on a quarterly basis, indicates that e-mails from catalogers and retailers have the highest click-through rates compared to other industries, such as hospitality. The report also shows that the best day to receive high click-through rates on e-mail offers differs for publishers and marketers, with consumers responding to publisher e-mails on weekends and to marketers between Tuesday and Thursday.

Within the marketer segment, catalogers had the highest e-mail click-through rate at 9.5%, with retailers tallying 9.1%. The hospitality industry click-throughs were only 4.4%. DoubleClick says the figures indicate that catalogers and retailers are successfully integrating e-mail marketing into traditional direct marketing campaigns and effectively using e-mail to communicate with customers.

The data for all the industries selected were as follows:

Catalog 9.5%

Retail 9.1%

Entertainment 6.2%

Financial 6%

BtoB 4.6%

Hospitality 4.4%

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