DoubleClick Q4 2003 Trend Report Shows Continued Strength
TO BUSINESS AND TECHNOLOGY EDITORS:
- Delivery Rates, Open Rates and Click-Through Rates all Increased
Over Q4 2002 -
NEW YORK, Feb. 26 /PRNewswire-FirstCall/ -- DoubleClick Inc. (Nasdaq: DCLK), the leading provider of marketing tools for advertisers, direct marketers and web publishers, today released its Q4 Email Trend Report which reveal a healthy email marketing environment for marketers. In a busy holiday period for email marketing and online shopping, delivery rates, open rates and click-through rates all improved overall over Q4 2002, and click-through rates also improved in virtually all industry categories.
Overall, delivery rates (emails sent minus the bounce-back rates) rose slightly to 87.3% in Q4 2003, versus 86.5% in Q4 2002. Open rates also showed a slight increase from 36.4% to 36.8% in the same time period. Click-through rates showed the highest increase in percentage terms rising from 8.0% in Q4 2002 to 8.4 percent in Q4 2003, an increase of 0.4 percentage points which represents a 5% increase in performance.
The majority of industry categories saw improvements most of the key performance metrics with click-through rates improving in all categories with the exception of Consumer Publishers. In particular, Travel marketers saw click-through rates rise 31.0% or 1.8 percentage points from 5.8% in Q4 2002 to 7.6% in Q4 2003 and Business Products and Services also rose significantly from 6.9% to 8.9% representing a 28.9% relative increase in performance.
Given the increase in the volume of emails sent during the holiday period, Consumer Products and Services and Retail and Catalog emails were especially successful in boosting their click-through rates during the fourth quarter. Click-through rates for Consumer Products and Services rose 3.1% or 0.3 percentage points from 9.7% in Q4 2002 to 10.0% in Q4 2004, while Retail and Catalog click through rates rose 5.6% or 0.4 percentage points from 7.1% to 7.5% in the same time period.
Email Continues to Drive Sales
Retail and Catalog customers that track purchase activity through DARTmail saw 3.2 purchases result from every 1,000 sent during the fourth quarter of 2003. The average order size was $100 and the revenue per email delivered was $0.26.
"The Q4 trend data reflects the healthy online holiday shopping period," said Eric Kirby, Vice President and General Manager of Strategic Services at DoubleClick. "It is especially encouraging that click-through rates rose in sales-focused categories such as Retail and Catalog and Consumer Products and Services. We expect our customers to continue to outperform the market as DoubleClick continues to focus on improving customer deliverability and enhancing customer relationships through email."
The DoubleClick Email Trend Report contains aggregate data from DoubleClick's DARTmail email delivery technology. The Q4 data is based on over 2 billion permission-based emails from hundreds of clients. The full results are available to DoubleClick customers and an executive summary is available at: www.doubleclick.net/us/knowledge.
Performance metrics in this release relate to un-weighted averages across all companies. This is done to provide a measure of average company performance, due to the fact that very large mailers can bias the overall and category results.
About DoubleClick Inc.
DoubleClick is the leading provider of tools for advertisers, direct marketers and web publishers to plan, execute and analyze their marketing programs. DoubleClick's online advertising, email marketing and database marketing solutions help clients yield the highest return on their marketing dollar. In addition, the company's marketing analytics tools help clients measure performance within and across channels. DoubleClick Inc. has global headquarters in New York City and maintains 19 offices around the world.
SOURCE DoubleClick Inc.