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E-mail deliverability holds steady

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New York—DoubleClick said that e-mail deliverability performance has stabilized, according to its "Q2 Email Trend Report."

Delivery rates (the number of e-mails sent minus the overall bounce-back rate) increased to 89.5%, up 1 point from the second quarter of 2003 and 2.9 points from the second quarter of 2002.

Among the report’s other findings: Second-quarter 2004 open rates, averaging 36%, declined 2.8 points from the same period in 2003 and 1.6 points from the second quarter 2002.

The click-through rates also declined when compared with the second quarter of 2003, from 8.3% to 7.7%, but were up from 7.5% in the second quarter of 2002.

—Carol Krol

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