Email Becomes More Acceptable As A Marketing Tool
Email marketing is becoming more acceptable as a promotional medium, says a new report from DoubleClick, as click-through rates continue to grow year-on-year.
According to the internet marketing specialists, the United Kingdom and Germany saw rates slide over the quarter by 1.1% and 3.1% respectively – bringing the UK down below the EMEA average for the first time.
The number of marketing emails opened by the recipient improved slightly during the three month period to March 2004, however on average there was no change when compared to the previous quarter. Again, France had the largest growth, up by 3.1%, followed by the UK which grew by 2.9%.
Email deliverability improved in most regions except for the UK, which saw bounce rates rise to 14% from 13.6% in the previous quarter. Germany continues to lead the other countries with exceptional delivery rates of 91% and France has seen the greatest change with a +4% improvement.
The report says that the steady open rates suggest a maturing market coupled with the fact that deliverability rates have started to improve for the first time since quarter three 2003 is a positive sign for the industry, which has been concerned with the increasing use of email filtering.