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(Metrics) Latest email marketing trends
Doubleclick's newest Email Trend Report (for Q1, 2005) is out. You can view a summary at the above site.
Things look pretty good, with bounce rates down slightly but click rates down slightly too. Opens fell quite a bit. Conversions are up (yay!)
The authors interpret the fact that click rates hold relatively steady despite falling open rates as a reflection of a measured increase in the click-to-open ratio.
It may also be down to the continuing spread of email clients that automatically block the tracking pixels used to measure opens. (An issue DoubleClick raises, too)
If the number of real opens is staying constant then click rates might stay fairly constant too. Measured (as opposed to real) open rates may just be falling relative to click rates simply because less opens can be properly measured...
Doubleclick's newest Email Trend Report (for Q1, 2005) is out. You can view a summary at the above site.
Things look pretty good, with bounce rates down slightly but click rates down slightly too. Opens fell quite a bit. Conversions are up (yay!)
The authors interpret the fact that click rates hold relatively steady despite falling open rates as a reflection of a measured increase in the click-to-open ratio.
It may also be down to the continuing spread of email clients that automatically block the tracking pixels used to measure opens. (An issue DoubleClick raises, too)
If the number of real opens is staying constant then click rates might stay fairly constant too. Measured (as opposed to real) open rates may just be falling relative to click rates simply because less opens can be properly measured...
[This post brought to you by Campaigner Email Marketing]
Permalink | June 25, 2005 | 0 comment(s) - add yours!
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Permalink | June 25, 2005 | 0 comment(s) - add yours!
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