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(Survey) E-mail Trend Report Q2
The latest report from DoubleClick makes interesting reading. As usual, email's performance in a marketing sense is holding up, but that masks a few important trends.
In essence, it seems people are opening less email, but responding better to the email they do open. The two trends balance each other out, of course.
The decline in open rates is, apparently, only partly due to image blocking (which prevents an "open" being recorded).
DoubleClick say it's also because the proportion of older, less responsive, names on house lists is growing. That emphasises the need to keep on top of acquisition. And people are also simply getting more picky about what they do and do not read.
The latest report from DoubleClick makes interesting reading. As usual, email's performance in a marketing sense is holding up, but that masks a few important trends.
In essence, it seems people are opening less email, but responding better to the email they do open. The two trends balance each other out, of course.
The decline in open rates is, apparently, only partly due to image blocking (which prevents an "open" being recorded).
DoubleClick say it's also because the proportion of older, less responsive, names on house lists is growing. That emphasises the need to keep on top of acquisition. And people are also simply getting more picky about what they do and do not read.
Permalink | September 14, 2005 |
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