European consumers increase email interaction to 11% in 2004

Armitt, Claire
March 2005
New Media Age;3/31/2005, p8
Trade Publication
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.


Related Articles

  • 4. TIPS FOR SUCCESS. Goldie, Luan // New Media Age;7/27/2006 Supplement, p12 

    The article provides views by several e-mail practitioners on managing a successful e-mail marketing campaign. Kirsten Berg of EuroRSCG 4D Digital includes well-targeted lists, a relevant proposition, bold visual design and a compelling call to action as principles to achieve that aim. Matthew...

  • El e-mail marketing domina las compras online.  // MK - Marketing más Ventas;Oct2010, Vol. 24 Issue 261, p74 

    No abstract available.

  • Are your e-mails on target? Ford, Piers // Travel Weekly: The Choice of Travel Professionals;6/23/2006 Supplement, p49 

    The article informs that e-mail marketing has entered a radical new phase in online travel. An increasingly sophisticated variety of content-driven communications are taking the industry closer to its ultimate goal: personalized relationships and an integral role in customers' lifestyle. Thomas...

  • Western Europe 'To Spend $280M Online' By Year-End. Andrews, Sam // Billboard;12/1/2001, Vol. 113 Issue 48, p69 

    Reports on the amount of money which may be spent online for music by Western European consumers in 2001. Other details from Screen Digest report on entertainment-related electronic commerce, including projected sales for video games and video programs; Forecast for growth in spending between...

  • DIGGING DEEPER INTO METRICS. Morrison, Mary E. // B to B;9/12/2006, Vol. 91 Issue 12, p18 

    The article presents information on parameters that allows marketing managers to know more about their customers' behavior. Marketing analyst David Hallerman informs that knowing open rate of e-mails is very crucial in e-mail marketing as it is the most effective way to track an e-mail's...

  • Click with your customers. Smith, Nicola // Marketing Week (Online Edition);11/14/2012, p17 

    The article offers insights for brands on taking advantage of electronic mail (email) marketing. VoucherCodes.co.uk email marketing manager Suzannah Harten-Ash cites that her company seeks more intelligent targeting and segmentation of its database to ensure timely email content. Office Shoes...

  • Improving data quality can help increase deliverability rates. Hambelton, Kristin // B to B;9/19/2011, Vol. 96 Issue 9, pS023 

    The article provides an answer to a question of how one can improve data quality in order to increase email deliverability rates.

  • The rise of the social-commerce curator. Fox, Ilana // New Media Age (Online Edition);1/18/2012, p11 

    The article reports that product curation is expected to influence trends in online purchases. It is stated that aspirational messages don't necessarily have the same impact they once did. It is mentioned that the way brands speak to customers has changed. Consumers are increasingly believing in...

  • Cautious Integration. Buta, Paul; Jacobs, Tina // Pharmaceutical Executive;Apr2005, Vol. 25 Issue 4, p118 

    Reports on the benefits and challenges in the electronic mail marketing approach of pharmaceutical firms in the U.S. Enthusiasm of product managers with electronic mail initiatives; Integration of online component into the activities of pharmaceutical marketers; Improvement of retention through...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics