E-mail marketers continued to see open and click-through rates hold steady in the second quarter, according to figures compiled by DoubleClick.

The advertising technology company's second-quarter e-mail trends report found that open rates averaged 38.8 percent, a 3.2 percent increase from a year earlier and virtually unchanged from the first quarter. Click-through rates were 8.3 percent, a 10.7 percent increase from the year-ago period and 7 percent lower than in the first quarter. Delivery rates remained mostly unchanged at 88.5 percent with bounce rates declining for the third straight quarter.

"I think we can glean that much like last quarter there continues to be a lot of stability" in e-mail marketing, said Eric Kirby, vice president of strategic services at DoubleClick. Read Article >> Posted by: DTB at 4:34 PM  |  Permalink