E-mail marketers are selling more and bouncing fewer messages, according to the latest trend report from DoubleClick.
During first quarter 2005, the New York-based e-mail firm found that click-to-purchase rates rose from 3.3% a year ago to 4.1%, while orders per e-mail delivered increased from 0.22% to 0.26%.
It’s a good thing marketers are gaining in volume, because their revenue per order slipped slightly from $92 a year ago to $91.
At 8.3%, bounce rates were at an all-time low, as tracked by DoubleClick. But while more e-mails were getting through, fewer were opened: Open rates dropped from 38.2% to 30.2%. DoubleClick attributed this to the adoption of image filtering by various ISPs.
DoubleClick also cited the growth of Webmail mailbox size limits spurred by Gmail, and consumer adoption of bulk and "favorite" folder/filter rules to manage their increasingly crowded inboxes as factors affecting open rates.
