Catalogers, Retailers Top E-Mail Click-Through Rankings: DoubleClick

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E-mail from catalogers and retailers achieves higher click-through rates than from other industries, according to DoubleClick Inc.


Catalogers and retailers average 9.5 percent and 9.1 percent click-through rates, respectively, according to a report released this week by the New York marketing technology and services provider. By comparison, the hospitality industry averages a 4.4 percent click-through rate.


The results are part of DoubleClick's E-mail Marketing Trend Report, to be released quarterly.


In other findings, catalogers and retailers get pass-along rates of 0.4 percent and 0.6 percent, respectively, DoubleClick said. By comparison, business-to-business and hospitality, entertainment, and financial services marketers average 0.2 percent, 0.3 percent and 0.4 percent pass-along rates, respectively.


DoubleClick also found that marketers achieve the highest click-through rates on Tuesdays and Thursdays with an average of 6.5 percent on those days, while publishers achieve their highest click-through rates on weekends with an average of 9.4 percent on those days.


"The data indicates that consumers are not only interested in receiving e-mail offers from catalogers and retailers, but also want to share this information with their network of contacts, and we see this important trend increasing," Genevieve Mallgrave, vice president and general manager, direct marketing, DoubleClick, said in a statement.


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