TITLE

European consumers increase email interaction to 11% in 2004

AUTHOR(S)
Armitt, Claire
PUB. DATE
March 2005
SOURCE
New Media Age;3/31/2005, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the increase in the interaction of European consumers with marketing emails according to solutions firm DoubleClick in 2004. Its 2004 email benchmark report claims that click-through rates in the region grew from 9.8% in the fourth quarter of 2003 to 11.3% in the fourth quarter of 2004. Despite high click-through rates in Europe, the Middle East and Africa (EMEA), North American consumers appeared to be less interested in marketing emails in 2004. Rates fell slightly to 8% from the 8.4% figure in the fourth quarter of 2003. DoubleClick also found that open rates in all regions in 2004 were down. The report reveals that consumers in Great Britain, France, Germany and North America ignored more marketing emails in their inboxes than the previous year. Overall, open rates in EMEA fell by 11.4% at the end of 2004. EMEA open rates dropped to 38%, with Great Britain and Germany recording open rates of 36.8% and 34.4% respectively. France, however, bucked the trend by exceeding the EMEA average by 4.8%. The report shows that North America also saw open rates decline by 11.4% last year. Only a third of emails (32.6%) were viewed. Delivery rates in EMEA increased in 2004, said DoubleClick, rising to 89.6%--a 3.1% rise on 2003. North America saw a similar trend, with 90.6% of all marketing emails delivered successfully--up 3.8% on the previous year. The report found that Germany delivered the most emails at 93.8% successfully in 2004.
ACCESSION #
16649274

 

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