Retailers have teased and rolled out online deals for days, even weeks, but the real Black Friday is here.
Despite increased levels of spam and efforts to block it, delivery rates and click-through rates are rising for legitimate e-mail sent by merchants and outpacing e-mail sent by other marketers, DoubleClick reports.
Despite increased levels of spam and efforts to block it, delivery rates and click-through rates are rising for legitimate e-mail sent by merchants, DoubleClick Inc. reports in its Q3 E-mail Trend Report. For the third quarter, merchants’ e-mail delivery rates rose 2.8%, to 90.6%, while click-through rates rose 27.5%, to 8.8%, DoubleClick said.
By comparison, the overall Q3 e-mail delivery rate, including e-mail sent by consumer products and services companies, travel companies and business publishers, rose 1.7% year-over-year to 88.2%. The Q3 overall click-through rate rose 8.2%, to 9.2% from 8.5% a year ago.
In addition, merchants’ revenue per delivered e-mail message in Q3 rose 24% to $0.26, up from $0.21 a year ago, DoubleClick said. It also noted that the average order size rose 4% to $101, up from $97 a year ago.
DoubleClick’s Email Trend Report is based on about 2 billion permission-based e-mail messages sent by hundreds of clients of DoubleClick’s DARTmail e-mail delivery technology.