Survey: Big increase in email click-through rates

May 18, 2004

Source: e-Marketer.com

According to new analysis by Bigfoot Interactive, click-through rates (CTRs) for permission based e-mails maintained or bettered their levels from the fourth quarter of 2003, including CTRs for the media sector, which increased by 96% from last quarter to reach 4.9%.

Overall, most segments did well. Retail, financial services and media campaigns achieved 14%, 3% and 2% gains in delivery rates, respectively, with media campaigns managing a delivery rate of 93.3%, and financial services coming in at 92.4%. In terms of CTRs, the automotive sector boasted the best rate from promotional e-mails, followed by the retail and media sectors.

Financial services e-mail campaigns alerting customers to online services in particular had CTRs increase from 17.6% to 22.1%, a 21% rise quarter-to-quarter. Bigfoot attributed this increase to consumer interest in year-end statement alerts from credit card companies and banks, along with a generally increasing interest by the public in banking online. eMarketer estimates that over 32 million US households will be banking online by the end of 2004.

These findings are good news for e-mail marketers, especially considering continued challenges from spam and associated laws.

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