Growing acceptance of e-mail marketing
Email marketing performance rose significantly during the 2005 pre-Christmas season. This is according to the trend report from Epsilon Interactive.
Email marketing performance increased significantly in the run-up to Christmas 2005. This is according to Epsilon Interactive's trend report for Europe, the Middle East and Africa. The data collected between October and December 2005 is based on around 1.2 billion e-mails sent in these regions between Q4 2004 and Q4 2005 via Epsilon Interactive's Dartmail platform (formerly DoubleClick Dartmail).
As a result, the non-bounce rate increased further compared to the previous quarter to 93.8%. The click-through rate climbed to 9.3% due to increased engagement from retailers and publishers. Spam complaints fell to an all-time low of 0.36%, demonstrating the effectiveness of improved permission management. Open rates, an important indicator for many advertisers, have now stabilized at 29.8%. According to Epsilon Interactive, the key to successful email marketing lies in permission-based sending, which means that recipients have given their prior permission for certain mailing areas.
