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[List-News] Email Study Shows Positive Trend


From: List-News
Subject: [List-News] Email Study Shows Positive Trend
Date: Tue, 26 Aug 2003 10:16:50 -0500

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Tuesday, August 26, 2003

Email Study Shows Positive Trend

NEW YORK -- Email performance metrics held steady or improved in 
the last three months, according to DoubleClick's quarterly Email 
Trend Report, released on Monday.

"The clear story from these results is the stability in performance 
that legitimate email marketers are enjoying, an encouraging sign 
given the current email environment with spam levels continuing to 
rise," said Eric Kirby, DoubleClick vice president of strategic 
services. "Legitimate marketers that continue to use email to 
enhance their brand and build customer trust are seeing success 
with email as a communication vehicle."

DoubleClick tracked performance statistics through its DARTmail
email-publishing service, measuring 2 billion email messages sent
for marketing campaigns and newsletter publishing. Statistics 
represent averages of results across all of its clients.

Some statistics and year-to-year comparisons:

  -- Bounce rates declined from 13.6 percent in Q2 2002 to 
     11.5 percent in Q2 2003.
  -- Open rates increased from 37.6 percent in Q2 2002 to
     38.8 percent in Q2 2003.
  -- Total click-through rates went up from 7.5 percent in Q2 2002
     to 8.3 percent in Q2 2003.
  -- The retail and catalog category saw the highest improvement,
     with gains reported for delivery, open and click rates, 
     although the average total order per sale declined.
     
For more details on DoubleClick's latest email trend study, review
a report summary here: www.doubleclick.net/us/knowledge


- List-News Editorial Staff



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