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Report by Constant Contact

Open, Click-Through and Conversion Rates
According to DoubleClick's Q1 2003 Email Trend Report:


Average click-through rates increased 11.3%, to 8.9% in Q1 (compared to 8.0% in Q4).

Open rates increased 7.7%, to 39.2% in Q1 (compared to 36.4% in Q4).

Bounce-back rates declined 8.0%, to 12.5% (compared to 13.5% in Q4).

For every thousand pieces of mail sent, more than 2.35 purchases result.

Average order size was $110.18.

The revenue-per-email-delivered was $0.28.


According to DoubleClick's Q4 2002 survey:

Email contributes to a successful online holiday season. Retail and catalogue companies found higher open rates and click-through rates than ever in Q4 2002, significantly boosting online purchases.

The 'from' line is the most important factor motivating consumers to open emails, followed by the 'subject' line.

Tuesday continued to be the most common day of the week for emails sent.

Nearly 70% of male respondents said they were more likely to open permission-based mails that contain news or compelling information in the subject line.

Women were more likely to open email that cited discount offers in the subject line, with 64% stating that this would influence them to open emails.

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» Email Marketing Use and Growth
DMA Interactive
54% of small businesses surveyed rated e-mail as the top online promotion to drive site visitors and customers to their web sites and storefronts.

Forrester Research
Demand for email-marketing services will accelerate to create a $4.8 billion industry by 2003, $3.2 billion of which will be spent on companies helping marketers retain their customers by mailing to their in-house lists. The remaining $1.6 billion will go to outsourcers helping marketers acquire new customers through email.

eCommerce marketers are finding that email is the most effective way of boosting customer retention and increasing sales. In 2004, marketers will send more than 200 billion emails to take advantage of the medium's potency.

The email marketing industry will soar to a $4.8 billion industry by 2004.
Intermarket Group, August 2002
Around 65% of marketers say they plan to increase their use of email newsletters.

Jupiter Research
Commercial e-mail spending will grow from $164 million in 1999 to $7.3 billion in 2005.

Email will cannibalize 13% of direct mail revenues by 2005.

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» Consumer Acceptance and Preferences
According to DoubleClick:

Permission-based email is far and away the preferred method of online merchant communication for consumers. 75% rated it as their preference, with only 25% preferring postal mail and 0% choosing telemarketing.

78% say they want to receive e-mail from their favorite online merchants.

Permission-based email motivates consumers to purchase: 78% of online shoppers have purchased as the result of clicking on an email link.

Emails have latent and cross-channel impact. Consumers not only made immediate online purchases as a result of an email but also purchased online at a later date and offline as well.

59% purchased in a retail store after receiving a merchant email; while 39% purchased through a catalog and 34% purchased by phone and 20% through postal mail.
According to eMarketer: Good email marketing wins over consumers
Well-executed permission email marketing campaigns can have a positive impact on consumers' attitudes towards companies.

67% of US consumers said they liked companies who, in their opinion, did a good job with permission email marketing.

58% of consumers said they opened those companies' emails, while 53% said that such emails affected their personal buying decisions