May 24, 2005, 12:00 AM

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.

 

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.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Brian Smyth / E-Commerce

How online retailers can price for profit in the age of data

The first step to eradicate price warfare in the retail industry is to widen the ...

FPO

Rob Garf / E-Commerce

The end of seasonal promotions and what it means for retailers

Retail sales vary relatively little between January and October as consumers buy when it’s convenient ...

Advertisement