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%.