Despite the increase of e-mail filtering because of spam, recent findings by DoubleClick show e-mail marketing performing fairly steadily into the first quarter of 2004. Some metrics, such as click-through and open rates, declined slightly, but delivery rates were up from one year ago.

Click-through rates (CTR) generally stayed about the same or declined over the year, except for financial services e-mails. That sector recorded a CTR of 11.8%, compared to 7.8% in Q1 2003. Financial services also recorded the highest CTR, with consumer publishers and consumer services a couple of percentage points behind. Consumer products CTR declined the most, dropping from 14% to 8.5%. Overall, CTRs were down by 5.6%, sitting at 8.4% for Q1 2004, compared to 8.9% one year earlier.
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