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BtoB

E-mail open rates decline, but conversions improve, DoubleClick finds

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New York—E-mail open rates and click rates both declined slightly in the fourth quarter to 32.6% and 8.0%, respectively, according to DoubleClick’s Q4 2004 Email Trend Report, released Tuesday.

DoubleClick said clicks have stayed strong and conversions have improved despite the declining open rates, which have dropped steadily over the past few quarters.

Bounce-back rates declined to an all-time low of 9.4%.

Marketers experienced all-time-high order-per-e-mail-delivered rates, and near-record click-to-purchase conversion rates in the fourth quarter. In addition, the revenue-per-e-mail-delivered rate rose despite a dip in average order size.

—Carol Krol

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