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Report: E-mail deliverability up in first quarter

Published on .

New York—The CAN-SPAM Act that took effect Jan. 1 has not affected delivery rates of legitimate e-mail marketing messages, according to DoubleClick, which released its Q1 Email Trend Report Tuesday.

E-mail deliverability improved marginally and open rates and click-through rates declined slightly in the first quarter, DoubleClick found.

Business publisher and retail/catalog industries recorded the highest delivery rates, with both groups achieving a 91.6% delivery rate. Business publishers also saw an increase in both open rates (from 38.1% in the first quarter of 2003 to 39.2% in the first quarter of 2004) and click-through rates (from 6.6% to 7.3%).

Overall delivery rates rose to 88.8%, an increase of 1.3 points from the first quarter of 2003. Open rates, with an average of 38.2%, declined from 39.2% in the first quarter of 2003, while click-through rates fell to 8.4% from 8.9%.

—Carol Krol

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