DoubleClick reports that online retailers are seeing conversion rates go up in their email marketing campaigns, although declines in click rates and order sizes caused revenue per delivered email to decline to $0.21, a 19 percent fall. The click-to-purchase rate grew 23.5 percent over the last year as the open rate fell (to 34.3 percent, a 7.5 percent fall) and click rate chilled a bit (8.2 percent, a fall of 10.9 percent). The combination of statistics seems to suggest email recipients are opening and clicking on fewer promotional emails, but that when they do they have more of a purchase intent.

Email Opens and Clicks Fall, Conversions Increase Posted by: DTB at 9:30 AM  |  Permalink