DoubleClick Q2 Email Trend Report.

DoubleClick Inc. released its Q2 2003 Email Trend Report, which shows continued stability in email performance metrics.

Second quarter 2003 metrics did improve slightly over Q2 2002 levels with bounce rates declining 2.4% year-over-year (from 13.6% to 11.5%) and open rates increasing 3.2% from 37.6% in Q2 2002 to 38.8% in Q2 2003. Total click-through rates increased 10.7% from 7.5% to 8.3% year-over-year. On average, those who clicked on email links clicked an average of 1.6 times per email, demonstrating the residual impact of email as a communication vehicle. Conversion rates for retail and catalog companies have also held steady year-over-year. The average revenue generated per email delivered in Q2 2003 was $0.28, versus $0.29 in Q2 2002. For every thousand pieces of mail sent in Q2 2003, more than 2.65 purchases resulted on average. The average order size did decrease slightly over 2002 levels, from $102 in Q2 last year to $98 this year.

Results vary by category

Retail and catalog emails showed improved performance over Q2 2002, with delivery rates increasing to 91.3% (up 6.9% from 85.4% in Q2 2002), open rates rising to 37.0% (up 14.9% over 2002) and click rates reaching 6.7% (up 9.8% from 6.1% in Q2 2002). Travel emails saw nominal improvement in performance over Q2 2002, while business products and services, and business publisher emails, both saw slight declines. Performance of consumer products and services, and consumer publisher emails, were relatively constant year-over-year.

“While we did see a slight improvement in performance metrics year-over-year, the clear story from these results is the stability in performance that legitimate email marketers are enjoying, an encouraging sign given the current email environment with spam levels continuing to rise,” said Eric Kirby, Vice President of Strategic Services at DoubleClick. “Legitimate marketers that continue to use email to enhance their brand and build customer trust are seeing success with email as a communication vehicle.”

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