E-mail click-to-purchase conversion rates for catalog and retail customers and the number of orders increased to 4.2% in the third quarter, compared to 3.4% for the same quarter last year, according to DoubleClick Inc.
The firm’s latest tracking report indicates delivery rates for e-mail increased in almost every market category, especially in the travel segment, where the delivery rate rose 9% compared to the third quarter of 2003.
Overall e-mail performance remained steady despite a decline in revenue generated per e-mail and lower e-mail open rates, DoubleClick’s quarterly report concluded. The median order size declined 6.9% to $94 in the current third quarter, compared to last year.
Business publishing was the only category to where the e-mail open rate increased, rising slightly from 38.2% in 2003 to 38.3% in 2004 during the third quarter.
Retailers and catalogers saw the biggest declines in click-through rates during the most recent third quarter, a whopping 36.4% drop in year-to-year third quarter comparisons. The current retail and catalog click-through rate stands at 5.6%.
Similarly, the financial services and business products and services sectors also experienced declines in click-through rates.
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