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DoubleClick's Q3 2004 Report Shows Bulk Email Marketing Eficiency IncreaseBy Iulia Pascanu Wednesday, December 15 2004 at 16:00 EET
Internet marketing company DoubleClick published its final report over the
bulk email marketing evolution this year. The figures show year-over-year
increase in delivery rates (cleaner emailing lists), and a decrease in open
rates and click-through rates. The variations are light, proving a steady
and maturing environment.
DoubleClick's metricsThe data analyzed were based on more than 2 billion messages sent by hundreds DARTmail customers, measuring bouncebacks, open rates, click-throughs and conversions (open to sales, or click to sales ratio). The results were reported for 2004 and compared to 2003. DoubleClick used unweighted averages for all analyzed categories. This helps eliminating the influence that large email marketers could have over category averages, as the report states. The bulk email marketing categories considered in the study were:
Bulk email marketing performancesThe bounce rates show a slight decline overall, and a more consistent decline in the Travel category, down 54.5% from 14.3% to 6.5%. Business Publishers was the only category that increased open rates, however slightly, from 38.2 to 38.3. For other categories, open rates declined. The open rates' decline in most categories is possibly owed to SPAM increase and reveals people's reticence to open messages as part of a bulk email marketing campaign they are not highly interested in. Click through rates increased in only two categories, Consumer Publisher and Travel. More interestingly, email-productivity has shown better figures in number of orders per email sent: 0.28% in 2004; but the average revenue per email sent declined 26.9 percent. The average bulk email marketing order throughout 2004 was $89, in a year-over-year declining trend. ConclusionAbout the overall productivity of bulk email marketing the report concludes: "email marketing is a maturing and relatively stable marketing tool. Improvements in list hygiene and address collection processes seem to have improved bounce rates, but flagging response rates suggest subscriber files are beginning to mature." Iulia Pascanu writes for http://www.emailmarketingsoftware.org/ where you can find more information about Bulk Email Marketing Software. Please feel free to use this article in your Newsletter or on your website. If you use this article, please include the resource box and send a brief message to let me know where it appeared: mailto:iuliap@gmail.com
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