Order-per-e-mail rate hits a record 0.35% in fourth quarter
Orders-per-e-mail delivered totaled 0.35% in the fourth quarter, an all-time high and significantly higher than the previous highest rate—0.30%—recorded during the first and second quarters of 2003, DoubleClick reported today.
Click-to-purchase conversions also hit a record high of 4.8%, up from 4.2% in 2003’s fourth quarter and close to the all-time high of 4.9% recorded in the fourth quarter of 2002.
Revenue-per-e-mail-delivered has remained stable over the past few years, with retail and catalog marketers recording 26 cents per e-mail delivered in the fourth quarter. Combined with the slow decline in average order size, these results suggest that although more people are purchasing as the result of an e-mail offer, they’re buying smaller ticket items.
E-mail marketing remained stable during the fourth quarter, with bounce-back rates declining to an all-time low of 9.4%, DoubleClick said. Open and click rates declined slightly to 32.6% and 8%, respectively. Both rates have ranged within a 6.6-point and 1.7-point range, respectively, for the past three years.
Back...
