DoubleClick: Orders Per E-Mail Rate Rises

Share this article:
Marketers registered high order per e-mail delivered rates and near-record click-to-purchase conversion rates, according to a DoubleClick e-mail trend report for the fourth quarter of 2004.


The report, released yesterday, also said the rate of revenue per e-mail delivered rose despite a fall in average order numbers. Orders per e-mail delivered, at 0.35 percent, were at an all-time high. It was much higher than the prior higher rate seen in the first and second quarters of 2003 -- 0.3 percent.


Click-to-purchase conversions, at 4.8 percent, were up from 4.2 percent in fourth-quarter 2003 and nearly on par with the all-time high of 4.9 percent in fourth-quarter 2002.


The numbers are for retail and catalog customers that track purchase activity through DoubleClick's DARTmail.


Revenue per delivered e-mail also remained steady, with retail and catalog marketers recording 26 cents per e-mail delivered in fourth-quarter 2004.


"Combined with the average order size, which has slowly declined over the same time period, these results suggest a change in how e-mail marketing is driving online sales," the DoubleClick report said. "Although more people are purchasing as a result of an e-mail offer, they are purchasing smaller ticket items.


"This suggests that e-mail-driven purchasing has expanded to include nearly all product categories, and when people are in [the] market for an item, they are indeed converting," DoubleClick said. "Despite the decline in average order size, the consistency of the revenue-per-e-mail delivered further underscores the profitability of the e-mail marketing medium."


This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions