DoubleClick e-mail report offers positive, negative findings

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New York—The e-mail conversion rate and purchases jumped in the third quarter, according to DoubleClick’s "Q3 2004 Email Trend Report." But the report, released Monday, also showed that revenue per e-mail and order size both declined.

The click-to-purchase conversion rate and number of orders per e-mail both increased over the same period last year. The conversion rate rose 0.8 percentage point to 4.2%. Orders were up 0.04 percentage point to 0.28%.

Revenue per e-mail sunk to $0.21, a decline of 6.9% from last year’s third quarter. The median order size dropped 6.9% to $94.

—Carol Krol

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