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E-mail marketing making strides

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New York—E-mail click-to-purchase conversion rates and orders per e-mail delivered posted "significant increases" in the first quarter, according to DoubleClick’s Q1 2005 Email Trend Report released Thursday.

The click-to-purchase conversion rate increased to 4.1%, from 3.3% in last year's first quarter. Orders per e-mail delivered rose to 0.26%, from 0.22% in the year-earlier period.

Average order size was $91, down from $92 in the first quarter of 2004.
The data also show continuing stability in e-mail marketing performance with low bounce rates and stable click rates.

—Carol Krol

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