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

Share this content:
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.


Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »