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.
The 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:
Business Products and Services
Publisher - Business
Publisher - Consumer
Bulk email marketing performances
The 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
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.
About 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."