Only one in three emails is opened
The online advertising service provider DoubleClick has examined the effectiveness of email as a marketing tool in the EMEA region.
The development of the opening rates of
emails continues to decline, on average only every
third e-mail sent is opened. This is the result of the
Email trend report for Europe, Middle East and Africa (EMEA) from the
online advertising service provider Doubleclick, which sends mails as
marketing tool for the second quarter of 2005. In comparison
Compared to the previous year, the EMEA opening rate fell from 40 % to 32 %. According to
Doubleclick explains the sharp decline
possibly due to the fact that the increasing volume means that users have a
more targeted selection of the emails they actually open. To
The online service provider has conducted its own study on this topic.
published.
In addition to the results of the opening rates
The trend report also includes the delivery quotas, which are derived from dispatched
emails minus bounce-backs. They are still
very high, in EMEA a year-on-year increase of 1.6 % to
90.9 % were recorded. The click-through rates are in comparison
remained stable compared to the previous year. The
average rate for EMEA amounted to 9.7 % in the second quarter of 2005.
Doubleclick examined this value for three European countries
more precisely. Accordingly, France recorded the highest growth rate of 11.1 %.
click-through rate, followed by the UK with 9.8 % and
Germany with 7.9%. Further holds
the e-mail trend report states that HTML remains the most popular e-mail format.
emails continues to decline, on average only every
third e-mail sent is opened. This is the result of the
Email trend report for Europe, Middle East and Africa (EMEA) from the
online advertising service provider Doubleclick, which sends mails as
marketing tool for the second quarter of 2005. In comparison
Compared to the previous year, the EMEA opening rate fell from 40 % to 32 %. According to
Doubleclick explains the sharp decline
possibly due to the fact that the increasing volume means that users have a
more targeted selection of the emails they actually open. To
The online service provider has conducted its own study on this topic.
published.
In addition to the results of the opening rates
The trend report also includes the delivery quotas, which are derived from dispatched
emails minus bounce-backs. They are still
very high, in EMEA a year-on-year increase of 1.6 % to
90.9 % were recorded. The click-through rates are in comparison
remained stable compared to the previous year. The
average rate for EMEA amounted to 9.7 % in the second quarter of 2005.
Doubleclick examined this value for three European countries
more precisely. Accordingly, France recorded the highest growth rate of 11.1 %.
click-through rate, followed by the UK with 9.8 % and
Germany with 7.9%. Further holds
the e-mail trend report states that HTML remains the most popular e-mail format.
The authors of the study assume that e-mails continue to play an important
important and influential channel for marketing.
The result also shows that customers are now more aware of
decide which e-mails they respond to. Accordingly
advertisers are now adapting their strategies. The data used for the study
The necessary data was collected from over one billion emails,
between April and June 2005 via the Dartmail platform of
Doubleclick in Europe, the Middle East and Africa.
