LONDON, England, April 5 /PRNewswire/ --
- European Open Rates and Click-Through Rates Increase
- HTML Formatted Emails Drive Higher Click-Through Rates
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 reveals a healthy European email marketing environment. European open rates and click-through rates for Q4 2003 improved compared to Q3 and remained ahead of US figures.
European click-through rates rose to 11.3% for Q4 2003, a 15% performance increase compared to Q3 2004. Click-through rates in Germany reached 8.9%; France 8.7%; and the UK 7.4%. Except for Germany, these rates surpassed Q3 2004 figures. In comparison to the US, Q4 2003 US click-through rates hit 8.4%. A click-through rate is defined as the total number of HTML emails opened divided by the total number of HTML emails delivered.
In terms of click-through rates by message type, HTML leads the way, proving that formatted emails drive success. For Q4 2003, European HTML emails reached a 12.7% click-through rate compared to 4.8% for Text emails. US figures, for the same period, are 11.4% and 4.6% respectively.
Overall, European open-rates rose to 42.9%, a 1.8% performance increase compared to Q3 2004. Open-rates in France reached 55.3%; the UK 43.2%; and Germany reached 37.3%. For the same period, US open-rates hit 36.8%. An open-rate is defined as the total number of total clicks divided by the total number of emails delivered.
"The Q4 trend data shows that email marketing is getting more effective as click-through rates are increasing," said Ben Regensburger, vice president of sales and account management, EMEA, DoubleClick. "We expect our customers to experience continued success as email marketing becomes even more sophisticated and as DoubleClick continues to enhance its tools that increase customer relationships through email."
Methodology
The DoubleClick Email Trend Report contains aggregate data from DoubleClick's DARTmail(R) email delivery technology. The Q4 data is based on more than two billion permission-based emails sent from hundreds of clients.
Performance metrics mentioned with this release relate to un-weighted averages across all companies, providing a measure of average company performance.
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.
CONTACT: Jennifer Blum, DoubleClick Inc., +1 212.381.5705, jblum@doubleclick.net
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